Customer Case Study


Viacom18 Media Pvt. Ltd. is one of India's fastest-growing entertainment networks and a house of iconic brands that offers multi-platform, multi-generational and multicultural brand experiences. A joint venture of TV18, which owns 51%, and Viacom Inc., with a 49% stake, Viacom18 defines entertainment in India by touching the lives of people through its properties on air, online, on ground, in shop and through cinema across 80 countries.

Celebal Technologies is a premier Salesforce, data analytics, and big data consulting organization based in India.

Consumers across India access over 45,000 hours of content on VOOT, Viacom18’s on-demand platform — generating 700GB to 1TB data/day.

Tech Stack
Azure Databricks Azure Data Factory Azure Blob Storage SQL Data Warehouse PowerBI


Vertical Use Case

  • Personalized Viewer Experience
  • Business Optimization and ROI

Technical Use Case

  • Data Ingest and ETL
  • Data Warehousing
  • Machine Learning

The Challenges

Viacom18 is focused on providing its audiences with highly personalized experiences. The core of this strategy is building powerful customer analytics on their terabytes of daily viewer data. Unfortunately, Viacom18’s Data Lake, which was leveraging Hadoop, was not able to optimally process 90 days of rolling data within their management’s defined SLAs, limiting their ability to deliver on their analytics needs. Their challenges included:

  • Massive volumes of data: Difficulties ingesting up to 1TB of daily viewer data.
  • Data processing at scale: Unable to process 90 days of rolling data within the required SLAs for their business needs.
  • Infrastructure complexity: Provisioning clusters for ETL required significant DevOps resources resulting in high-operational costs.

The Solution

Databricks provides Viacom18 with a Unified Data Analytics Platform that modernizes its data warehousing capabilities and accelerates data processing at scale. Key features include:

  • Automated Cluster Management: Fully-managed platform with auto-scaling cluster management capabilities significantly simplifies infrastructure management while reducing costs.
  • Faster Data Processing: Ability to cache data with managed Delta Lake on Databricks resulting in accelerated queries at scale.
  • Collaborative Notebooks: Common workspace for teams to work together across the data and machine learning lifecycle increased data science (model training) and data engineering (ad hoc analysis, dashboarding, and reporting) productivity.

The Results

Databricks enables Viacom18 to deliver innovative customer solutions and insights with increased cross-team collaboration and productivity. Some of the direct impact realized by the platform are as follows:

  • Ease of use: Enable engineers to slice and dice large volumes of data and deliver customer behavioral and engagement insights.
  • Cost efficiency: Faster query time resulting in lowering of the overall cost of ownership even with daily increases in data volumes.
  • Faster troubleshooting: Mature orchestration using notebooks resulting in faster turnaround in-case of failures.

These benefits have helped Viacom18 achieve an overall operational gain of ~26%.