The managed cloud entertainment platform Tara TV has been launched by TV2U in Europe, initially in the UK and Germany.

Tara TV allows operators to introduce an on-demand content service for the first time or significantly expand their existing offers.

It gives them access to live TV, subscription-based and on-demand premium content sourced from Hollywood, Bollywood, and international studios.

Uniquely, it also offers access to alternative and unique user-generated content tailored to each subscriber’s individual tastes, plus music and games from TV2U’s global content network.

Tara TV is already well established in Asia and TV2U has launched several high-profile deployments of the platform to date, including BV Sports around the Indonesian Super League.

Tara TV has also been deployed in the US with cellular provider Nemont to offer its subscribers a highly tailored and personalised value-add service.

Commenting on the launch, Nick Fitzgerald, CEO at TV2U, said: “Unlike Netflix or any other VOD alternative, Tara TV offers a high level of personalisation beyond the standard recommendation engine.

“It’s all about giving the subscriber what they want, when and where they want it, and on any device they choose. With Europe a key strategic market for on demand content consumption, it was the next logical step for taking Tara TV global.”