Enhancing the user experience on JioTV, a content based recommendation system was designed to increase the overall user engagement and ease of access and discovery of content across 700+ channels and 20,000 scheduled programming on live "Electronic Programme Guide" served to over 100 million active users every month. The system was designed to be highly scalable with a test load of over 10 billion hits a day and recommendations served at the rate of over 3 million hits per second. This project involved a team of 20 professionals from cross-functional teams like data engineering, devops, user research, tech and analytics.