Partnership Expansion Details

Amagi Media Labs Limited has announced an expanded partnership with TV9 Network, one of India's leading language-differentiated news networks. The expanded scope covers TV9 Network's entire CTV/Digital media workflow, including:

  • Management of TV9's live feeds
  • Handling distribution and partnerships across all Connected TV (CTV) platforms
  • Driving monetization across the network's channels

Technological Innovation Implementation

TV9 Network has become the first broadcaster in India to go live with Amagi's AdFlow Orchestrator, a POIS-based advertising solution built on the Placement Opportunity Information Service (POIS) standard. The solution is designed to align long-form broadcast ad breaks with the shorter, structured breaks required by FAST and CTV platforms.

Reported Benefits

Since implementation, TV9 has reported:

  • Improvements in viewership retention
  • Growth in time spent by viewers
  • Expanded monetization opportunities across its channels

Historical Context

Amagi has worked with TV9 for multiple years, initially supporting the network's entry into CTV and FAST platforms. The expanded agreement consolidates feed management, CTV distribution partnerships, and monetization under a single, unified operation.

Management Commentary

Jay Ganesan, SVP-Sales (APAC), Amagi stated: "TV9 has been a valued partner for over two years, and this expansion reflects the depth of trust they've placed in Amagi to run the full breadth of their CTV/Digital operations. By bringing feed management, CTV distribution, and monetization under a single, unified operation, we're able to give TV9 a simpler, more efficient way to scale across every platform their audiences are on."

Hemant Sajnani, CTO-Digital, TV9 Network commented: "With Amagi's POIS-based ad orchestration solution, we are now able to keep viewers engaged during commercial breaks by serving relevant filler content instead of blank or repetitive screens. This is expected to improve session duration, increase viewer stickiness, and create additional opportunities for monetization through higher ad impressions."

Strategic Significance

The expanded partnership underscores Amagi's continued momentum in India's broadcast and FAST ecosystem, as domestic networks accelerate their shift toward cloud-native operations and CTV-led monetization models.

Company Background

Amagi Media Labs Limited, founded in 2008, is a cloud-native SaaS platform serving the global media and entertainment industry. The company manages 9,000+ channel deliveries across 300+ distributors in 40+ countries. TV9 Network, promoted by Associated Broadcasting Company Pvt Ltd (ABCL), is one of India's biggest news networks with national Hindi news channel TV9 Bharatvarsh and regional channels in Telugu, Kannada, Marathi, Gujarati, and Bangla.