What if ads didn’t interrupt your show… but quietly lived where your next binge begins? That’s exactly the bet Frodoh and Chaupal are making with their new ‘first-screen’ monetisation framework for connected TV (CTV).
Instead of squeezing ads into the middle of your favorite scene, this approach shifts the spotlight to the OTT home screen-the space where users browse, scroll, and decide what to watch next. Ads are seamlessly placed within content discovery layers, keeping the actual viewing experience completely ad-free while unlocking a new revenue stream.
The idea is simple but clever: monetize attention before play is pressed.
Behind the scenes, the framework uses signals like viewing behaviour, session depth, and browsing patterns to serve relevant ads that feel native to the interface. Think of it less like interruption, more like suggestion-ads that blend into how users already navigate their screens.
According to Chaupal’s CEO Sandeep Bansal, the goal is to balance premium, uninterrupted viewing with sustainable growth. By tapping into high-visibility home screen real estate, the platform can generate incremental revenue without compromising user trust.
Frodoh’s founder, Russhabh R Thakkar, positions this as a new category in India’s ad ecosystem-one that expands monetisation beyond traditional in-stream formats and opens up previously untapped inventory.
Zooming out, this move reflects a larger shift in the OTT world. Subscription platforms are increasingly exploring non-intrusive ad models that respect user experience while still driving business growth.
In short: the ads aren’t gone-they’ve just moved smarter.
