--- title: "Frammer AI Launches Live Sports Platform, Signs Astro Malaysia" description: "The Delhi company says its AI can turn a moment from a live match into a social media clip in under 30 seconds, and it is taking that pitch from newsrooms..." url: "https://bharat.digital/originals/frammer-ai-live-sports-platform-astro-malaysia-first-customer-nov-2026/index.md" canonical: "https://bharat.digital/originals/frammer-ai-live-sports-platform-astro-malaysia-first-customer-nov-2026/" published: "2026-11-13T12:55:00+04:00" updated: "2026-11-13T12:55:00+04:00" section: "Originals" type: "startup" author: "bharat.digital desk" image: "https://bharat.digital/img/originals/frammer-ai-live-sports-platform-astro-malaysia-first-customer-nov-2026-auto-2c41bfd2-og.jpg" language: "en-IN" site: "bharat.digital" --- # Frammer AI, the video startup built by former NDTV leaders, launches a live sports platform with Malaysia's Astro as its first customer *The Delhi company says its AI can turn a moment from a live match into a social media clip in under 30 seconds, and it is taking that pitch from newsrooms into sport.* By bharat.digital desk. Startup, Startups & Fintech. Published 2026-11-13T12:55:00+04:00. 2 min read. ![Frammer AI, the video startup built by former NDTV leaders, launches a live sports platform with Malaysia's Astro as its first customer](https://bharat.digital/img/originals/frammer-ai-live-sports-platform-astro-malaysia-first-customer-nov-2026-auto-2c41bfd2-hero.webp) ## At a glance - Company: Frammer AI - What it does: AI video studio that turns live and long form broadcast video into highlights, vertical clips and social content for news, entertainment and sports broadcasters - Based in: Delhi - Latest: Launched live sports platform, signed Astro Malaysia as first sports customer - Date: 2026-11-12 - Founders: Suparna Singh (CEO), Kawaljit Singh Bedi, Arijit Chatterjee Frammer AI, an Indian startup that uses AI to cut and repackage video for broadcasters, has launched a platform built for live sports and signed Astro, the Malaysian pay TV and streaming company, as its first sports customer. The companies announced the deal on 12 November, and it was reported by The Times of India and YourStory. The platform takes a live broadcast feed and turns it into match highlights, vertical videos, clips built around a single player or a single moment, and branded content for social media. Frammer says it can get a moment from a live event onto social platforms in less than 30 seconds, so a broadcaster can post highlights while the match is still going on instead of waiting for the final whistle. The pitch to rights holders is simple: get more content and more audience out of sports rights they have already paid heavily for, without a large team of editors. Astro is a big first name to land. According to The Times of India, it reaches 5.1 million homes, about 61 percent of Malaysia's TV households, and holds Premier League rights in Malaysia through the 2027/28 season and AFC competition rights through 2028/29. Nivendran Veerappan, Astro's head of broadcast and platform engineering, said the tie up lets it deliver timely match highlights and key moments. Frammer co-founder and CEO Suparna Singh called Astro a huge milestone for the company's entry into sport. Frammer was set up in 2023 by Suparna Singh, the former CEO and president of NDTV, along with Kawaljit Singh Bedi, NDTV's former technology chief, and Arijit Chatterjee, its former chief strategy officer. Until now its business has mostly been helping news and entertainment publishers turn long videos into short vertical clips, along with live streaming, automatically generated FAST channels and distribution across platforms. YourStory lists Medialive in Portugal, ABS-CBN in the Philippines, Media Prima in Malaysia, and The India Today Group and Network18 in India among its clients. Sport was always part of the plan. When Frammer raised a $2 million seed round led by Lumikai in October 2024, it said it would use the money to expand into sports and entertainment. The company puts the sports streaming market at about $40 billion this year. The real test now is whether other rights holders follow Astro, and whether speed alone is enough to stand out in a crowded field of AI highlight tools. ## Sources 1. [The Times of India: Frammer AI launches platform for live sports, signs Malaysia's Premier League broadcaster Astro as first customer](https://timesofindia.indiatimes.com/business/india-business/frammer-ai-launches-platform-for-live-sports-signs-malaysias-premier-league-broadcaster-astro-as-first-customer/articleshow/135770289.cms) 2. [YourStory: Frammer AI launches live sports platform with Astro Malaysia as first customer](https://yourstory.com/2026/11/frammer-ai-launches-live-sports-platform-with-astro-malaysia-as-first-customer) 3. [Frammer AI company page on LinkedIn](https://linkedin.com/company/frammer-ai) Written by the bharat.digital desk from the sources above. Figures are as reported by those sources.