Frammer AI Launches Live Sports Platform With Astro as Customer
The Indian AI video company has signed Malaysian broadcaster Astro as the first customer for its live sports clips.
Key Takeaways
- Frammer AI has launched an AI platform for live sports video.
- Malaysian broadcaster Astro is its first sports customer.
- Frammer said the platform turns live moments into social clips in under 30 seconds.
- Former NDTV executives founded the company in 2023.
- Frammer raised a $2 million seed round led by Lumikai in October 2024.
Table of Contents 5 sections
Frammer AI, an Indian AI video company founded by former NDTV executives, has launched a platform for live sports and signed Malaysian broadcaster Astro as its first sports customer.
The platform takes live broadcast feeds and turns them into match highlights, vertical videos, clips of individual players or match events, and branded videos for social media. Frammer said its technology can turn a live moment into social media content in under 30 seconds, so highlights can be shared while a match is still being played.
Frammer AI's live sports platform at a glance
| Detail | Value |
|---|---|
| Company | Frammer AI |
| Launch | AI platform for live sports video |
| First sports customer | Astro, Malaysia |
| Speed, as stated by Frammer | Under 30 seconds from live moment to social media content |
| Output | Match highlights, vertical videos, player and event clips, branded videos |
| CEO | Suparna Singh, co-founder |
| Founded | 2023 |
| Announced | November 2026 |
Astro's football rights in Malaysia
Astro holds the rights to show the Premier League in Malaysia through the 2027/28 season and AFC competitions through 2028/29.
How Frammer AI grew from news video to sports
Frammer AI was founded in 2023 by Suparna Singh, NDTV's former CEO and president, Kawaljit Singh Bedi, the broadcaster's former technology chief, and Arijit Chatterjee, its former chief strategy officer. The company has mainly helped news and entertainment publishers turn long videos into short vertical clips for social media. Its tools also cover live streaming, automated FAST channels and distribution across many platforms.
Its clients include ABS-CBN in the Philippines and The India Today Group in India.
| When | What happened |
|---|---|
| 2023 | Suparna Singh, Kawaljit Singh Bedi and Arijit Chatterjee found Frammer AI |
| October 2024 | Raises $2 million in a seed round led by Lumikai and says it will expand into sports and entertainment |
| November 2026 | Launches its live sports platform with Astro as its first sports customer |
Where Frammer AI stands after its sports launch
The sports platform follows Frammer AI's 2024 seed round of $2 million led by Lumikai, when the company said it would expand into sports and entertainment. Astro is now its first sports customer, joining media clients such as ABS-CBN and The India Today Group. Frammer said its platform turns live moments into social media content in under 30 seconds.
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Frequently Asked Questions
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