NDTV adopts Amagi’s AdFlow to boost monetisation on FAST and connected TV

MUMBAI: Long commercial breaks may work on traditional television, but they can test the patience of streaming viewers. NDTV is looking to close that gap by adopting Amagi’s AdFlow Orchestrator to improve advertising and monetisation opportunities across free ad-supported streaming TV (FAST) and connected TV (CTV) platforms.

The cloud-based media technology company said its solution will help NDTV restructure advertising breaks to suit the requirements of individual streaming platforms. It automatically conditions and adjusts SCTE-35 ad markers, aligning broadcast signals with platform specifications so that advertising opportunities can be filled more effectively.

Like many Indian news broadcasters, NDTV’s linear television channels carry commercial breaks that can last 15 to 18 minutes in an hour. Such lengthy breaks may not translate well to FAST and CTV services, where platforms often impose their own limits on advertising loads. Extended interruptions can prompt viewers to drop off, leaving broadcasters with weaker engagement and missed revenue opportunities.

Amagi’s AdFlow Orchestrator is designed to address this challenge by splitting long commercial breaks into shorter, platform-specific segments that streaming services can fill more easily. The process does not require NDTV to re-edit content or create separate feeds for FAST distribution.

The aim is to improve ad fill rates, create additional monetisation opportunities and deliver a smoother viewing experience. The technology also allows broadcasters to adapt advertising delivery to different distribution partners without substantially changing their existing workflows.

As part of the engagement, Amagi developed additional features for NDTV, including on-air transitions around advertising and interstitial content, greater editorial control over what content plays and when, and more variety in promotional material. The system also provides visibility into its on-air performance, giving NDTV’s team greater insight into day-to-day operations.

“Our linear ad breaks weren’t built with FAST and connected TV viewers in mind, and we were seeing the impact on engagement,” said NDTV director of growth and digital strategy Gautam Shelar. He added that the solution had enabled the broadcaster to adapt its advertising for streaming audiences without reworking its feeds or workflows.

Shelar also highlighted the editorial controls and performance visibility built into the system, saying Amagi had incorporated feedback from NDTV’s team to help it operate the platform with confidence.

Amagi senior vice-president of sales, APAC, Jay Ganesan said the engagement reflected the company’s focus on helping broadcasters adapt their advertising to the FAST environment without disrupting existing operations.

The collaboration also builds on the companies’ existing relationship, with Amagi having worked with NDTV over the years to support its operations, Ganesan said.

The adoption comes as broadcasters seek to make traditional television content work more effectively across streaming environments. For news networks with long-established linear advertising formats, the ability to tailor commercial breaks to platform-specific requirements could help balance viewer experience with revenue potential.

Amagi provides cloud-based technology for video production, playout, distribution and monetisation across linear television, FAST, streaming and social platforms. The company said it manages more than 16,000 channel deliveries across over 300 distributors in more than 40 countries.

NDTV, which has operated for more than three decades, reaches over half a billion people globally through television and digital platforms. Its network includes national, international, business and regional news channels, alongside digital properties such as NDTV.com and NDTV.in.