TO THE NEW has once again been named a Preferred Fulfilment Vendor for Amazon Prime Video - a prestigious recognition that reinforces the company’s growing leadership in media-tech services and digital content operations. In this exclusive conversation with OTT Watcher, Narinder Kumar, Co-founder and CEO of TO THE NEW, reflects on what this continued recognition means, how the partnership with Amazon has matured over the years, and how the company is leveraging AI, automation, and cloud-native technologies to lead the next phase of content delivery at scale. As global content consumption patterns shift and distribution models evolve, TO THE NEW is playing a critical role in redefining the digital content supply chain for OTT platforms worldwide.

Congratulations on being named a Preferred Fulfillment Vendor for Amazon Prime Video once again. What does this continued recognition mean for TO THE NEW, and how has the partnership evolved over the years?

Thanks a lot! This recognition is an incredible honour for us at TO THE NEW. Being renewed as a Preferred Fulfilment Vendor by a leading global streaming service such as Amazon Prime Video highlights the strong dedication of our media operations service line to meeting the stringent prerequisites set by top OTT platforms and delivering content with swiftness and precision.

The team’s deep expertise and our steadfast dedication to supporting content creators and studios in delivering exceptional viewing experiences to viewers worldwide have been demonstrated by this recognition. It’s a reflection of our team’s relentless focus on quality, speed, and innovation in everything we do.

Our partnership has expanded over the years, moving from a focus on accelerated asset delivery to a more comprehensive collaboration that now includes tech-driven workflows, support for a variety of content formats, and conforming and validating a wide range of media asset types.

We have made significant investments in infrastructure optimisation and scale to manage massive volumes of content from numerous content partners, guaranteeing real-time status updates and smooth coordination with multiple stakeholders.

Leading technology and digital service platforms operate with diverse schemas, technical requirements, and performance expectations, emphasizing accuracy and speed. Can you walk us through the core capabilities or innovations within TO THE NEW’s media operations service line that enable it to effectively cater to these varied platform-specific needs while consistently meeting or surpassing expectations?

TO THE NEW’s media operations service line utilises contemporary technological solutions and operational expertise to handle the distinguished frameworks, technical requirements, and high-performance encourages of global streaming platforms.

Our in-house workflow management system simplifies intricate, platform-specific processes by enabling smooth scalability and the ability to adapt. Media asset validation and compliance are accelerated by integrated tech-driven automation, which guarantees quick processing of a wide range of content formats with exact correctness.

We are always innovating and optimising by combining insights from customers, our subject matter experts, and industry experts. This collaborative approach enables us to improve our platform and frameworks, which are particularly developed for OTT contexts, adapt to unique schema needs, and distribute content at scale.

How is TO THE NEW’s media operations service line optimizing its workflows and infrastructure to efficiently manage large-scale content from diverse partners, deliver real-time status updates, and meet varied stakeholder needs for global streaming platforms?

We’ve built our media operations service line to handle the scale, speed, and complexity that global streaming platforms demand today. As content volumes grow and formats diversify, our in-house workflow platform plays a central role, enabling agile processing for everything from live streams to on-demand assets, while ensuring regional compliance and platform-specific readiness.

Localization is a critical focus area, and we have developed a strong alliance ecosystem for it. Along with that, our workflows for dubbing and subtitling are designed not just for accuracy, but for cultural relevance, so that content resonates authentically with local audiences across geographies.

What sets us apart is how we continuously evolve these capabilities. We stay closely connected with our customers, content partners, and stakeholders to gather real-time insights, and we actively track emerging trends across the media ecosystem. This helps us not only respond to change but anticipate it, so our partners can focus on storytelling while we ensure seamless, efficient delivery at scale.

Automation and AI are transforming content operations, from localization to quality control. How are you integrating these technologies into your media workflows, and what impact are you seeing?

Automation and Artificial Intelligence (AI) are a strategic priority for us, especially as content operations become more complex and time-sensitive. We are incorporating automation and artificial intelligence into our media operations service line to transform content workflows.

The building block is our in-house workflow management platform, which coordinates all end-to-end processes, from AI-driven metadata tagging and packaging to automated quality control (QC) and compliance checks. These technologies greatly reduce manual effort and speed up delivery across global streaming platforms by streamlining content preparation, packaging, and asset validation.

Our roadmap has been shaped in part by innovations showcased at industry events like NAB Show 2025, which continue to validate the direction we’re heading in.

We intentionally opt for a hybrid approach, fusing the power of AI with human understanding in order to ensure quality and cultural nuances, especially in domains like localisation, where, despite their advancements, AI technologies still need human supervision for language nuances and emotional tonality & depth.

The impact so far has been encouraging and transformative. Based on our analysis and planning, we were able to reduce asset processing times by several hours, scale delivery to multiple platforms with ease, and maintain consistent quality across high-volume workloads.

With evolving global content consumption habits and distribution models, what trends are you closely watching that could reshape how media-tech companies like yours operate in the next 2–3 years?

We’re keeping a close eye on how viewers across the globe are diving into content, drawing inspiration from big industry shifts. The hunger for local stories and dubbed content is nudging us to whip up processes that bring culturally spot-on experiences to every corner. Our workflow platform is shaping up to package content just right, landing it smoothly on all kinds of streaming platforms.

We’re also watching AI-driven custom content take off, pushing us to build workflows that crank out personalized vibes fast. The shift to automated, platform-driven delivery makes getting content out a snap but needs fine-tuning to keep it top-quality.

These changes are reshaping not just content creation, but the entire distribution lifecycle, and we’re adapting fast.

Our team’s out there chasing these trends, gearing us up for new platforms and trends. It’s a future where connecting through stories that feel local is huge, and we’re pumped to help streaming platforms deliver fresh, crowd-pleasing content in the years ahead.

At TO THE NEW, we see this as an opportunity to lead with agility, cultural sensitivity, and tech-first thinking.

As media companies increasingly adopt cloud-native and platform-agnostic solutions, how do you see the role of tech enablers like TO THE NEW evolving in shaping the digital content supply chain?

We see tech enablers like us becoming the backbone of a smoother, more flexible digital content supply chain, especially as media companies embrace cloud-native and platform-agnostic approaches.

This shift is accelerating the need for platforms that can adapt quickly, scale easily, and support diverse delivery requirements.

Cloud-powered distribution is shaking things up and letting content zip across platforms without a hitch. Our team has built a workflow platform that acts like a master conductor, pulling together everything from content prep to delivery, tailored to suit any platform’s needs.

We’re not just keeping up with the pace; we’re shaping the future by making supply chains nimble. We keep our eyes peeled for industry twists and trends, crafting solutions that make it a breeze for creators to adapt content for any platform or region.

The goal is to simplify complexity while maximizing speed and precision.

It’s about giving our partners the freedom to focus on storytelling while we handle the tech-heavy lifting. As cloud solutions take over, we’re thrilled to keep pushing for smarter, more connected ways to get content from creators to viewers, fast and flawless. For OTT platforms, this means sticking to tight schedules, holding quality high, and handling asset revisions in a snap.

See the full coverage here.