Mumbai: Leading IT firm Sun Microsystems India and telecom software major Tech Mahindra Monday announced a strategic alliance to roll out cost-effective and efficient Internet protocol television (IPTV) services in the Indian and Asia Pacific markets.

As part of this alliance, Sun and Tech Mahindra along with AMD will jointly set up a next generation IPTV lab at the Tech Mahindra facility in Pune.

Tech Mahindra is already engaged with various service providers to offer IPTV solutions in various geographies.

Sun recently introduced the Sun Streaming System - the industry's first massively scalable and cost-effective video delivery platform for cable and telecom operators, which helps the latter increase subscriber revenues by offering new video-based services and personalised, unique video streams to each consumer, said a press release issued here.

Tech Mahindra's IPTV lab would feature solutions from an exclusive consortium of solution partners including Digisoft, Envivio, Harmonic, I-Make, Verimatrix and Mototech, and Sun's own Streaming System.