Tata Elxsi Wins “Best in Linear Distribution” for MBCNOW at BroadcastPro Middle East Manufacturer Awards 2025

Tata Elxsi won the “Best in Linear Distribution” award for MBCNOW at the BroadcastPro Middle East Manufacturer awards, held on 14th May 2025 in Dubai. The award celebrates the companies whose products are at the forefront of innovation for the Middle East Media & Entertainment sector.

Tata Elxsi served as the master system integrator for this transformative project, addressing the long-standing challenge of content fragmentation in the MENA (Middle East and North Africa) media ecosystem. MBCNOW is powered by TEPlay, Tata Elxsi's advanced OTT platform and seamlessly integrates linear TV with VOD, offering premium Arabic and international content, live channels and exclusive originals, all within a cohesive and intuitive platform to provide a unified viewing experience.

Additionally, the MBCNOW Android TV STB leverages Tata Elxsi’s AndroidTV solution suite, which includes custom operator-tier launcher, OTA and iCX. The operator tier launcher is tailored to provide an intuitive and enhanced user experience, simplifying content discovery. The customised OTA (Over the Air) platform helps in delivering seamless software updates for a superior customer experience, while iCX (intelligent CX) platform offers intelligent monitoring, real-time diagnostics, and troubleshooting.

This recognition reaffirms Tata Elxsi’s commitment to delivering cutting-edge, user-centric solutions and empowering customers to stay ahead in today’s fast-evolving media and entertainment landscape.