NDTV Modernizes Streaming Ad Strategy with Amagi’s AdFlow Orchestrator
In a strategic move to optimize its digital footprint, NDTV, one of India’s premier news broadcasting and digital journalism houses, has announced a technology partnership with cloud-based media solutions provider Amagi. By integrating the Amagi AdFlow Orchestrator, the broadcaster aims to significantly enhance its performance and monetization capabilities across the rapidly growing Free Ad-supported Streaming TV (FAST) and Connected TV (CTV) ecosystems.
Bridging the Gap Between Linear and Digital
Indian television news has long operated on a model featuring extended commercial breaks, often spanning 15 to 18 minutes per hour. While this structure is standard for traditional linear broadcast, it often creates friction in the digital streaming space. CTV and FAST platforms typically struggle with long, uninterrupted ad blocks, which can lead to viewer fatigue and high churn rates. Furthermore, these platforms often impose their own ad load limits, meaning long linear blocks frequently go unfilled, resulting in missed revenue opportunities and a degraded user experience.
The Amagi AdFlow Orchestrator serves as a sophisticated middleware solution designed to solve this disconnect. It automatically conditions and restructures SCTE-35 ad markers, ensuring that broadcast signals are perfectly aligned with the technical requirements of various streaming distribution partners.
Automated Optimization for Better Engagement
The primary advantage of this integration for NDTV is the ability to bridge the gap between traditional and digital broadcasting without the need for manual intervention. The platform automatically segments long-form linear ad breaks into smaller, platform-optimized blocks. This transformation occurs in real-time, allowing NDTV to deliver a seamless viewing experience on digital devices without having to re-edit or produce separate feeds.
Beyond mere technical formatting, the collaboration has introduced advanced editorial features. NDTV now has enhanced control over on-air transitions, greater flexibility regarding promotional content variety, and a clear dashboard providing insights into system performance. This visibility allows the network’s editorial and operations teams to monitor how their content is landing with streaming audiences in real-time.
Empowering the Future of News Consumption
Gautam Shelar, Director of Growth and Digital Strategy at NDTV, noted that the transition was essential to maintaining viewer engagement. “Our linear ad breaks weren’t built with FAST and connected TV viewers in mind, and we were seeing the impact on engagement,” Shelar explained. He emphasized that the tool allows the network to adapt its advertising strategy for the modern, digital-first viewer without disrupting internal workflows.
For Amagi, the deployment underscores its commitment to helping legacy broadcasters transition into the digital era. Jay Ganesan, SVP of Sales for APAC at Amagi, stated that the partnership reflects the evolving needs of the global broadcast industry. “Helping broadcasters bring their advertising into the FAST era without disrupting how they already operate is exactly what our platform is built for,” Ganesan remarked.
As India’s news industry continues to pivot toward digital-first consumption, partnerships like the one between NDTV and Amagi signal a broader shift in how media companies handle the technical complexities of the streaming economy. By automating the backend, broadcasters are not only securing their ad revenue but are also ensuring that their journalism remains accessible and appealing to the modern, cord-cutting viewer.
Disclaimer: This content is auto-generated for informational purposes only.
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