Frammer AI launches live sports platform with Astro Malaysia as first customer
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Frammer AI launches live sports platform with Astro Malaysia as first customer Frammer AI launches its live sports platform with Astro Malaysia, turning match footage into social media clips in under 30 seconds. The Indian AI video technology company can turn live sports footage into social media highlights in under 30 seconds, helping broadcasters reach fans while matches are still underway. A goal, a last-minute winner or a match-defining moment can quickly become yesterday’s news on social media. Sports broadcasters need to get these moments in front of fans while the action is still fresh. Frammer AI is looking to make that process faster with the launch of its live sports platform, bringing Astro Malaysia on board as its first customer. The partnership marks Frammer’s entry into sports, expanding its AI-powered video technology beyond news and entertainment. Using its proprietary technology, Frammer can turn live sports footage into social media content in under 30 seconds. The platform is designed to help broadcasters publish highlights while matches are still unfolding, rather than wait for the event to end. Turning live matches into social content The platform converts live feeds into match highlights, vertical videos, player- and event-based clips, branded videos and other social media content. It lets rights holders create and distribute more content around every match without relying on large teams of editors and producers. Astro, Malaysia’s leading content and entertainment company, is Frammer’s first sports customer. The broadcaster holds major sports rights, including the Premier League through the 2027/28 season and AFC competitions through 2028/29. The collaboration will help Astro deliver match highlights and key moments to audiences across digital platforms, giving fans more ways to follow their favourite teams and players. Nivendran Veerappan, Vice President and Head of Broadcast and Platform Engineering at Astro, said the partnership supports the company's commitment to bringing fans closer to live sports, wherever they choose to watch. A new market for Frammer AI The launch comes as sports streaming continues to grow. The global segment is valued at around $40 billion this year, with demand supported by new leagues, teams and events, expanding competitions, new formats and growing interest in niche sports. Frammer believes this creates an opportunity for sports rights holders to get more value from the content they already produce and the rights they invest in. Faster content creation and distribution can help them reach audiences across more platforms and create additional opportunities for engagement and commercial returns. "Astro as our first sports customer is a huge milestone as we enter the sports space," said Suparna Singh, CEO and Co-Founder of Frammer AI. She added that the company's goal is to help clients generate more content and audience value from every hour of sport they invest in. Founded in 2023 by the former management team of New Delhi Television (NDTV), Frammer provides an AI-powered video studio for sports, entertainment and news. Its clients include Medialive in Portugal, ABS-CBN in the Philippines, Media Prima in Malaysia, and The India Today Group and Network18 in India. The company's technology also supports live streaming, key-moment creation, vertical short videos, automated FAST channels, and distribution across multiple platforms. With Astro as its first sports customer, Frammer is taking its video infrastructure into a market where speed matters as much as the moment itself.
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