Technology Implementation

Amagi AdFlow Orchestrator enables content owners to automatically condition and restructure SCTE-35 ad markers for each distribution partner. The solution aligns broadcast signals with streaming platform requirements to ensure every ad opportunity is valid, reachable, and optimized for maximum yield.

Problem Statement

NDTV's linear channels carry long commercial breaks that typically run 15 to 18 minutes per hour-segment. This format doesn't translate well to FAST and CTV platforms, where long uninterrupted ad breaks can drive viewer drop-off and result in missed monetization opportunities due to platform-specific ad load limits.

Solution Benefits

Amagi AdFlow Orchestrator automatically breaks up long ad breaks into shorter, platform-specific segments that streaming platforms can fill more easily. This eliminates the need for NDTV to re-edit or separately produce its feeds for FAST delivery. The solution is designed to:

  • Improve ad fill rates
  • Open up monetization opportunities
  • Provide FAST viewers with a smoother viewing experience

Additional Capabilities

As part of the engagement, Amagi built additional capabilities for NDTV including:

  • On-air transitions around ad and interstitial content
  • Greater editorial control over content and when it plays
  • More variety across promotional content
  • Visibility and insight into how the system is performing on air

Executive Commentary

Gautam Shelar, Director- Growth & Digital Strategy at NDTV, stated: "Our linear ad breaks weren't built with FAST and connected TV viewers in mind, and we were seeing the impact on engagement. 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."

Jay Ganesan, SVP-Sales, APAC, Amagi, commented: "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. 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."

Company Background

Amagi is described as the media industry cloud company that helps broadcasters, streamers, and content owners create, deliver, and monetize video at scale. The Amagi platform unifies content production, playout, distribution, and monetization across linear TV, FAST, streaming, and social media. The company manages 16,000+ channel deliveries across 300+ distributors in 40+ countries.

NDTV is described as one of the defining voices of Indian journalism for more than three decades, reaching more than half a billion people globally through television and digital platforms. Its network includes NDTV, NDTV India, NDTV World, NDTV Profit, NDTV Rajasthan, NDTV Madhya Pradesh-Chhattisgarh, and NDTV Marathi.

Additional Information

The press release is hosted on the company's website at https://www.amagi.com/investors/notifications.

The document was digitally signed by Sridhar Muthukrishnan, Company Secretary and Compliance Officer (Membership No.: F9606) of Amagi Media Labs Limited.

Financial Impact

Financial impact not quantified in the disclosure.