Amagi and TV9 Network expand partnership for CTV and digital operations

Amagi and TV9 Network have expanded their partnership to cover the news network’s end-to-end Connected TV (CTV) and digital media operations. Under the new agreement, Amagi will manage TV9’s live feeds, handle distribution and platform partnerships across all CTV platforms, and oversee monetization for the network’s channels.

TV9 has become the first broadcaster in India to implement Amagi’s AdFlow Orchestrator. This solution, built on the Placement Opportunity Information Service (POIS) standard, is designed to align traditional long-form broadcast ad breaks with the shorter, structured breaks required by FAST and CTV platforms. By using filler content during commercial breaks instead of blank or repetitive screens, the technology aims to improve viewership retention and increase session duration.

The expanded deal consolidates feed management, distribution, and monetization into a single unified operation, allowing TV9 to scale its presence across digital platforms more efficiently.