NDTV has adopted Amagi’s AdFlow Orchestrator to restructure its advertising breaks for FAST (Free Ad-supported Streaming TV) and Connected TV (CTV) platforms. The solution automatically restructures SCTE-35 ad markers for different distribution partners, aligning broadcast signals with streaming platform requirements.
NDTV’s linear channels can carry commercial breaks of 15 to 18 minutes per hour segment. According to Amagi, such breaks may not translate well to FAST and CTV platforms, where longer ad breaks can contribute to viewer drop-off and may not align with platform ad-load limits. The system breaks longer commercial segments into shorter, platform-specific breaks that streaming platforms can fill, allowing NDTV to adapt its advertising without re-editing or producing separate feeds.
As part of the engagement, Amagi also developed capabilities for on-air transitions around ad and interstitial content, editorial control over content and scheduling, greater variety in promotional content, and visibility into system performance.
Gautam Shelar, director, Growth & Digital Strategy at NDTV, said the linear ad breaks were not built with streaming viewers in mind and were affecting engagement, and that the solution lets NDTV adapt without reworking its feeds or workflow. Jay Ganesan, SVP-Sales, APAC, Amagi, said the platform helps broadcasters bring advertising into the FAST era without disrupting existing operations.
