Amagi has announced that Indian NDTV has adopted its AdFlow Orchestrator to boost channel performance on FAST (Free Ad-supported Streaming TV) and Connected TV (CTV) platforms. The solution deployed is designed with the intention of enabling content owners to automatically condition and restructure SCTE-35 ad markers for each distribution partner, as the company has claimed in a statement.

Like many Indian news broadcasters, NDTV’s linear channels carry long commercial breaks that can run 15 to 18 minutes per hour-segment. This standard doesn’t always translate to FAST and CTV platforms, where long, uninterrupted ad breaks can drive viewer drop off, particularly on platforms with their own ad load limits.

Amagi AdFlow Orchestrator addresses this by automatically breaking up long ad breaks into shorter, platform-specific segments that streaming platforms can fill more easily, without requiring NDTV to re-edit or separately produce its feeds for FAST delivery. This aims to improve ad fill rates, open up monetization opportunities, and give FAST viewers a smoother viewing experience.

As part of the engagement, Amagi also built additional capabilities, including on-air transitions around ad and interstitial content, editorial control over content and when it plays, variety across promotional content, and visibility that give NDTV’s team insight into how the system is performing on air.

“Our linear ad breaks weren’t built with FAST and connected TV viewers in mind, and we were seeing the impact on engagement”, explains Gautam Shelar, Director- Growth & Digital Strategy at NDTV. ‘The Amagi AdFlow Orchestrator has let us adapt our advertising for streaming audiences without reworking our feeds or our workflow. Just as important, Amagi listened to our team’s feedback and built in the editorial control and visibility we needed to run this with confidence”.

“At Amagi, we’ve built our platform to solve exactly this kind of problem, helping broadcasters bring their advertising into the FAST era without disrupting how they already operate”, comments Jay Ganesan, SVP-Sales, APAC, Amagi.

“This engagement reflects the innovation we continue to bring to the FAST industry and the leadership position we’ve built by helping broadcasters monetize streaming audiences. It’s also a reflection of our partnership with NDTV with whom we worked closely over the years to support their operations”, he concludes.