NDTV Adopts Amagi Technology

Indian news broadcaster NDTV has adopted Amagi’s AdFlow Orchestrator to improve advertising performance and monetisation across Free Ad-supported Streaming TV (FAST) and Connected TV (CTV) platforms.

Amagi, a cloud-based media technology company, announced the deployment, which is designed to help NDTV adapt its advertising breaks to the requirements of individual streaming platforms, improving ad delivery and the viewer experience.

The technology automatically conditions and restructures SCTE-35 advertising markers for different distribution partners, aligning broadcast signals with streaming platform specifications to ensure advertising opportunities can be recognised and filled.

The move addresses a challenge faced by many Indian news broadcasters, whose traditional linear television channels often carry commercial breaks lasting between 15 and 18 minutes per hour. While common in broadcast television, these extended breaks can be less effective on FAST and CTV services, where platforms may impose their own limits on advertising loads.

Long, uninterrupted commercial breaks can lead to viewers abandoning content, reducing advertising opportunities and weakening the overall viewing experience.

Amagi AdFlow Orchestrator is designed to address this issue by automatically dividing longer commercial breaks into shorter segments tailored to individual streaming platforms. The process allows platforms to fill advertising inventory more effectively without requiring NDTV to re-edit content or produce separate feeds for FAST distribution.

The approach is intended to improve advertising fill rates, create additional monetisation opportunities and provide a smoother experience for streaming audiences.

Additional features support broadcast control
Alongside the core advertising functionality, Amagi has developed additional capabilities for NDTV to support its on-air operations.

These include transitions around advertising breaks and interstitial content, greater editorial control over content selection and scheduling, and increased variety in promotional material.

The system also provides visibility into on-air performance, giving NDTV’s team greater insight into how the technology operates during transmission.

According to Amagi, the additional features are designed to improve the presentation of content while giving the broadcaster greater control and confidence in the platform’s day-to-day operation.

The deployment reflects the growing need for broadcasters to adapt traditional television workflows to the technical and commercial requirements of streaming services, as news organisations seek to expand their reach and generate revenue across an increasing range of digital platforms.

www.amagi.com