NDTV adopts Amagi technology to enhance FAST and CTV advertising

Indian news broadcaster NDTV has implemented the Amagi AdFlow Orchestrator to improve channel performance on Free Ad-supported Streaming TV (FAST) and Connected TV (CTV) platforms.

Traditional linear news broadcasts in India often feature long commercial breaks, sometimes lasting 15 to 18 minutes per hour. These extended breaks can lead to viewer drop-off on streaming platforms that have specific ad load limits. The Amagi technology addresses this by automatically restructuring SCTE-35 ad markers to break long segments into shorter, platform-specific intervals without requiring manual re-editing of feeds.

This integration aims to increase ad fill rates, optimize monetization, and provide a smoother viewing experience. Additional features implemented include enhanced on-air transitions, increased editorial control, and improved visibility for the NDTV team regarding system performance.