JioHotstar on Tuesday launched Tara.ai, an agentic AI platform that brings brand, content and audience intelligence together to support media planning and campaign decisions. Introduced by Bhaskar Ramesh, Head of Entertainment Sales, Digital at JioStar, at FICCI Frames 2026, the platform will begin alpha testing with partners soon.
Planners usually work with these data sources separately. Tara.ai combines them on a single platform, giving brands access to JioHotstar’s content graph covering shows, cast and genres, along with brand-safety tags and deterministic audience segments. Audience signals include co-viewing, frequency and viewer segments, which brands can use alongside their own brand intelligence.
The platform adds a brand knowledge graph and insights on cultural movements relevant to individual brands, while relying on the broadcaster’s genre intelligence and deterministic audience data rather than only probabilistic data. It is also positioned to help brands plan for attentive reach instead of treating reach as the sole measure, identifying where and how messaging can appear across premium content and connected living-room environments.
Ramesh said JioHotstar will work with partners to unlock the potential of connected living rooms by combining premium content with audience intelligence. He also described Tara.ai as India’s first agentic planner. The launch comes as media companies and advertising platforms explore agentic AI, which, unlike conventional tools that assist with individual tasks, uses multiple inputs to execute a sequence of tasks toward a defined objective.
