Next-Gen OTT Transformation for Leading National Telco
Challenge
The client operates a massive TV service offering live linear channels, a vast VOD library (movies, series, kids' content), and catch-up functionality. However, their legacy mobile and TV applications were facing critical issues:
- Performance Bottlenecks: The existing streaming vendor struggled with stability, leading to buffering and quality drops.
- Outdated UX: The interface was lagging behind modern competitors, making content discovery difficult.
- Legacy Architecture: The codebase was entangled and brittle, making it nearly impossible to fix bugs (including critical authentication issues on Apple TV) or add new features without breaking existing functionality.
The client operates a massive TV service offering live linear channels, a vast VOD library (movies, series, kids' content), and catch-up functionality. However, their legacy mobile and TV applications were facing critical issues:
- Performance Bottlenecks: The existing streaming vendor struggled with stability, leading to buffering and quality drops.
- Outdated UX: The interface was lagging behind modern competitors, making content discovery difficult.
- Legacy Architecture: The codebase was entangled and brittle, making it nearly impossible to fix bugs (including critical authentication issues on Apple TV) or add new features without breaking existing functionality.
Solution
We executed a three-pronged strategy focusing on stability, usability, and maintainability.
A. Streaming Vendor Migration & Core Stability We managed the complex migration from the legacy streaming provider to a new, high-performance vendor.
- Implemented modern HLS (HTTP Live Streaming) protocols to ensure adaptive bitrate streaming works flawlessly on varied network connections.
- Integrated robust DRM (Digital Rights Management) solutions to secure premium studio content while maintaining seamless playback start times.
B. Architectural Overhaul: The "Shared Core" Strategy The legacy code had duplicated logic across the iPhone, iPad, and TV apps. We refactored this into a Modular Architecture.
- Unified Logic: We extracted common business logic (Networking, Authentication, Player Management, Analytics) into a separate, shared framework.
- Impact: This allowed us to fix a bug once and resolve it across all three platforms instantly. It drastically reduced regression testing time and enabled rapid deployment of new features.
C. UI/UX Redesign & Apple TV Modernization We rebuilt the user interface to be immersive and intuitive.
- Unified Design Language: Aligned the UI across mobile and TV for a consistent brand experience.
- tvOS Excellence: Heavily utilized Apple’s Focus Engine to create a native, premium feel on Apple TV, resolving navigation frustrations and "login loops" that plagued the previous version.
We executed a three-pronged strategy focusing on stability, usability, and maintainability.
A. Streaming Vendor Migration & Core Stability We managed the complex migration from the legacy streaming provider to a new, high-performance vendor.
- Implemented modern HLS (HTTP Live Streaming) protocols to ensure adaptive bitrate streaming works flawlessly on varied network connections.
- Integrated robust DRM (Digital Rights Management) solutions to secure premium studio content while maintaining seamless playback start times.
B. Architectural Overhaul: The "Shared Core" Strategy The legacy code had duplicated logic across the iPhone, iPad, and TV apps. We refactored this into a Modular Architecture.
- Unified Logic: We extracted common business logic (Networking, Authentication, Player Management, Analytics) into a separate, shared framework.
- Impact: This allowed us to fix a bug once and resolve it across all three platforms instantly. It drastically reduced regression testing time and enabled rapid deployment of new features.
C. UI/UX Redesign & Apple TV Modernization We rebuilt the user interface to be immersive and intuitive.
- Unified Design Language: Aligned the UI across mobile and TV for a consistent brand experience.
- tvOS Excellence: Heavily utilized Apple’s Focus Engine to create a native, premium feel on Apple TV, resolving navigation frustrations and "login loops" that plagued the previous version.
Results
After one year of intensive development and refactoring, the project delivered measurable success:
- Enhanced Streaming Quality: The vendor switch and player optimization significantly reduced buffering ratios and playback failures, directly improving viewer retention.
- Superior User Experience: The redesigned UI was praised for its fluidity and modern aesthetic. Navigation on Apple TV became logical and responsive, eliminating previous user friction.
- Accelerated Time-to-Market: By moving to a modular architecture with shared logic, the development team reduced code duplication. New features can now be implemented in one place and deployed to iPhone, iPad, and Apple TV simultaneously, cutting future development time by roughly 40%.
- Stabilized Ecosystem: Critical legacy bugs, including persistent login issues on tvOS, were permanently resolved, restoring user trust in the platform.
After one year of intensive development and refactoring, the project delivered measurable success:
- Enhanced Streaming Quality: The vendor switch and player optimization significantly reduced buffering ratios and playback failures, directly improving viewer retention.
- Superior User Experience: The redesigned UI was praised for its fluidity and modern aesthetic. Navigation on Apple TV became logical and responsive, eliminating previous user friction.
- Accelerated Time-to-Market: By moving to a modular architecture with shared logic, the development team reduced code duplication. New features can now be implemented in one place and deployed to iPhone, iPad, and Apple TV simultaneously, cutting future development time by roughly 40%.
- Stabilized Ecosystem: Critical legacy bugs, including persistent login issues on tvOS, were permanently resolved, restoring user trust in the platform.