Media is software at the core
Broadcasters, publishers, streaming services, music and podcast businesses, studios and live-event companies all now depend on software to reach audiences and earn revenue. The product experience, from first play to renewal, is shaped by engineering decisions: how fast pages load, how quickly video starts, how well recommendations fit and how gracefully the platform behaves when an audience surges.
Twara Technologies designs, engineers and operates the platforms behind those experiences. We work across the content supply chain, from ingest and metadata to delivery, monetisation and audience insight.
What we build
Cloud and streaming infrastructure
Encoding and packaging pipelines, CDN integration, DRM, entitlement services and observability built for live peaks and large libraries. Cost control is designed in, because media workloads can grow expensive quickly. See cloud services.
Web publishing and subscription platforms
Newsroom and editorial systems, publisher websites that meet Core Web Vitals targets, paywalls, metering and subscriber self-service. See web development.
Apps for every screen
Mobile and connected TV apps with downloads, profiles, parental controls and in-app purchase handled within each store’s rules. See mobile app development.
AI for content and audiences
Recommendations, semantic search, automatic tagging, transcription and translation support, with editorial review built in. See AI and machine learning.
Venues and live production
Connected devices for access control, crowd monitoring and equipment tracking. See IoT solutions.
Compliance and data considerations
This section is general information, not legal advice.
Digital media code of ethics. The Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021 set out obligations for publishers of online curated content. The Code of Ethics in the appendix requires content to be classified as U, U/A 7+, U/A 13+, U/A 16+ or A, with the rating and a content descriptor displayed at the start of each programme. Publishers must make access control mechanisms, including parental locks, available for content rated U/A 13+ or higher, and implement a reliable age verification mechanism for A-rated content. The Code also asks publishers, to the extent feasible, to improve accessibility for persons with disabilities through access services such as closed captions, subtitles and audio descriptions. These map directly onto product features: rating metadata, profile-level controls, age gates and caption support. The Rules have been amended since 2021, so we check the latest consolidated text at the start of each project.
Children’s data. Section 9(3) of the Digital Personal Data Protection Act, 2023 prohibits tracking or behavioural monitoring of children, and targeted advertising directed at them, and section 9(1) requires verifiable parental consent before processing a child’s personal data. The Act defines a child as anyone under 18. For services with family audiences, this affects recommendation, analytics and ad-serving design. The DPDP Rules, 2025 set out how verifiable consent is to be obtained. See our DPDP guide.
Incident reporting. CERT-In’s Directions of 28 April 2022 list website defacement, unauthorised access to social media accounts, and fake mobile apps among the incidents that must be reported within 6 hours of being noticed. For media brands, compromised accounts and impersonation apps are real risks, so monitoring and response plans should cover them. See our CERT-In explainer.
Accessibility. Beyond captions and audio description, we build web and app interfaces against WCAG 2.2 so audiences using assistive technology can navigate, search and play content.
Integrations commonly needed
- Video encoding, packaging, DRM and CDN services
- Ad servers and ad measurement SDKs
- Payment gateways, UPI mandates and app store billing
- Content management and digital asset management systems
- Rights and royalty management systems
- Analytics, consent management and customer data platforms
- Social platforms and syndication partners through their published APIs
How an engagement typically starts
We begin by understanding the audience, the content library and the business model: who watches or reads, on which devices, how the service earns money and which rights constraints apply. A short technical assessment of any existing platform identifies bottlenecks in performance, cost and operations.
Discovery typically produces:
- an audience and device matrix, with the platforms and app stores in scope;
- a content and metadata model, including ratings, descriptors, rights and territories;
- a monetisation and entitlement design covering plans, trials, bundles and partner access;
- a capacity and cost model built around your largest expected live event or release; and
- a privacy review of tracking, recommendations and advertising, with particular care for younger audiences.
Performance and reliability as product features
For media platforms, start-up time, buffering, page speed and availability during peaks are part of what the audience is paying for. We set measurable targets for each, instrument the platform to track them in production, and review them after every major event so the next one goes better.
That leads to an architecture and roadmap, often starting with the highest-value change, such as a faster player, a new subscription flow or a metadata pipeline, before a fuller platform rebuild. Every plan includes load testing against your biggest expected event. Contact us to discuss your platform.