TCS has signed a strategic pact with SonyLIV to help create an innovative business model enabled by digital tech and enhance UX. AI and ML tools of TCS will be used to digitalize SonyLIV’s core OTT platform. The aim is to provide personalized experiences to subscribers and help SonyLIV use data and insights to monetize content. TCS will also set up a state-of-the-art Experience Design Center and deploy its Location Independent Agile Model.