NDTV Adopts Amagi’s AdFlow Orchestrator, Unlocking Monetization Opportunities on FAST and Connected TV

Amagi, the media industry cloud company, today announced that NDTV, a leading Indian news television and digital journalism company, has adopted the Amagi® AdFlow Orchestrator to boost channel performance on FAST (Free Ad-supported Streaming TV) and Connected TV (CTV) platforms. Amagi AdFlow Orchestrator enables content owners to automatically condition and restructure SCTE-35 ad markers for each distribution partner. By aligning broadcast signals with streaming platform requirements, it ensures that every ad opportunity is valid, reachable, and optimized for maximum yield.

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 resulting in a weaker viewing experience and missed monetization.

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 is designed 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, greater editorial control over content and when it plays, more variety across promotional content, and visibility that give NDTV’s team insight into how the system is performing on air. Together, these additions were designed to improve the on-air experience while giving NDTV’s team confidence in how the platform runs day to day.

“Our linear ad breaks weren’t built with FAST and connected TV viewers in mind, and we were seeing the impact on engagement,” said 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,” said 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.”

The engagement further demonstrates Amagi’s continued work with Indian broadcasters as they adapt their advertising strategies to FAST and Connected TV audiences.