How AgileTV is Enabling Smarter, Leaner TV Operations
Koldo Unanue, CEO AgileTV
The market for TV service delivery is undergoing rapid transformation, with consumers increasingly expecting seamless, feature-rich viewing experiences. Competing in this high-stakes environment, operators are under significant pressure to modernize legacy infrastructure, reduce costs and minimize time to market. The knock-on effect is that, for many, traditional CAPEX-heavy investment strategies are no longer sustainable, particularly as the battle for viewers intensifies.
AgileTV is addressing these challenges with a fully managed, cloud-native TV-as-a-Service (TVaaS) platform. Designed to deliver the flexibility, scalability and commercial agility today’s operators need, the solution supports a wide range of deployment models across both large and small service providers.
The Infrastructure Shift From CAPEX to OPEX
In practical terms, AgileTV is a cloud-native platform with no requirement for on-premises deployment. This approach enables operators to move away from costly and inflexible CAPEX investments toward a usage-based, OPEX model. Services are centrally managed and delivered via the cloud, eliminating the need for local implementation or infrastructure upgrades, which significantly reduces the time-to-market.
Supporting this approach is a cost-per-subscriber (CPS) pricing model that aligns spending with growth, providing the clear commercial predictability businesses across the industry require. Operators with smaller customer bases pay less, while AgileTV maintains service levels by operating a single, centralized platform architecture. This structure supports both Tier 1 organizations with complex integration requirements and smaller providers who need to launch new services with minimal overhead.
The platform’s modular design also enables operators to license only the components they need. For example, some opt for a full end-to-end service, while others use individual modules, such as content management systems or CDN services, integrated into existing workflows.
This combination of technical scalability and commercial flexibility provides operators with a viable route to delivering high-quality TV services, but crucially, without the cost and complexity associated with traditional infrastructure investment.
Scalability and Service Quality for Every Operator
By operating this centralized cloud delivery model, onboarding is quick and effective, also translating into simplified post-implementation service management. Localized requirements, such as regional content integration or regulatory obligations, are addressed through proven industry partnerships with in-market service providers. This holistic model ensures service delivery reflects local needs without compromising on platform integrity or operational efficiency.
One of the reasons AgileTV can support such a broad customer base is its multi-tenant cloud architecture. Each deployment is based on a shared codebase, but operators are provisioned their own instance, allowing for tailored configurations without impacting the core platform. This provides the foundation for both consistency and customization – a balance that many traditional vendors struggle to maintain.
Larger customers, particularly those with established technology roadmaps, can request specific functionality that fits their operational strategy. These requirements are handled through managed service agreements and delivered alongside AgileTV’s ongoing platform development. For example, a Tier 1 operator may request custom CMS enhancements or feature extensions for advanced monetization, which are developed and deployed independently of other tenants.
At the same time, the platform integrates cleanly into wider ecosystems. Whether the requirement is a CMS-only deployment, back-end integration with third-party providers, or a complete front-end experience including app certification and set-top box provisioning, AgileTV’s modular approach allows it to plug into existing environments without duplication or disruption. This level of flexibility is key to supporting service providers that want to retain control over parts of the customer experience while still benefiting from the efficiency of a fully managed core platform.
AgileTV also offers a combination of end-to-end and modular managed services and support, tailored to the operator’s specific requirements. In some cases, this is in the form of near-standard implementation with minimal customization. In other situations and markets, customers specify tailored front-end development, CMS features or third-party integrations as part of a broader ecosystem. The point is, by keeping these services centrally managed, AgileTV can offer Tier 1-grade quality at a lower cost base than legacy approaches.
And, as organizations across the industry know, commercial flexibility is key to successful business operations. In addition to standard pricing based on active subscribers, Agile TV also supports alternative models designed to reflect operator maturity and local market dynamics. These include revenue share agreements which allow AgileTV to take responsibility for areas such as content acquisition, hardware provisioning and ongoing service support.
This approach is particularly valuable for operators with limited in-house experience or resources. AgileTV can take the lead in areas such as set-top box procurement and certification, integration of major third-party apps and development of monetization workflows. Where operators prefer to define their own strategy in these areas, AgileTV adapts its role accordingly.
Strategic Growth and Targeted Expansion
AgileTV’s go-to-market strategy is built around selective expansion into regions where market conditions support long-term service viability. For example, the company is collaborating with Canal+ to offer a comprehensive content and platform proposition designed for operators seeking to modernise their ageing infrastructure. This approach enables AgileTV to enter new markets with a complete solution, while allowing its partners to maximise the value of their existing assets.
jouRather than pursuing blanket global coverage, the company’s growth model is defined by precision and long-term alignment. Each expansion is underpinned by commercial models, partner ecosystems and platform configurations that reflect the specific needs of the local market.
