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Indonesia's first over-the-top service, Genflix, will soon receive a major upgrade. Elemental Technologies, a supplier of software-defined video solutions for multiscreen content delivery, announced Orange TV Group will improve the country's first OTT service with Elemental video processing.

"Elemental Technologies will improve Indonesia's Genflix with Elemental video processing.

The Elemental video processing software will allow Genflix subscribers to watch video content without any interruptions. Viewers can watch Genflix's programming through mobile apps for Google Android and Apple iOS-based phones.

"OTT does not have a single standardized delivery technology, digital rights management, or standardized consumption devices compared with direct-to-home broadcast services. Genflix needs flexibility to serve this complex market," Bobby Sidharta, chief technology officer of Orange TV, said in a news release. "Elemental has the right technology to meet these needs while taking our future growth plans into account. It has also proven easy to integrate and easy to operate."

Dan Marshall, senior vice president of worldwide sales for Elemental, has a lot of confidence in Orange TV. Marshall said the way the service came into the Indonesian broadcast market proves that the company does things in a unique way. He added that pay TV has an opportunity to be very popular in Indonesia and Orange TV can take advantage of that.

Why is software-defined video a big deal?

Keith Wymbs, chief marketing officer for Elemental Technologies, said in an interview with TV Technology in May that software-defined video makes it easy for media enterprises to offer viewers services like timeshift and multiscreen TV, lower capital spending and provide high-quality video experiences. The great thing about this software is that it can be integrated through software upgrades.