iWorld
Amagi announces world’s first watermark-Based OTT Ad insertion mechanism ‘Thunderstorm’
MUMBAI: Amagi one of the leaders in cloud-based broadcast infrastructure and targeted TV advertising, today announced Thunderstorm, a new OTT ad-insertion platform that delivers personalised and targeted advertising for premium live sports and news feeds using a patented content watermarking technology. With Thunderstorm, TV networks can dynamically insert ads on the server side, as opposed to the traditional client-side insertion, monetising video on every screen without dependency on device apps. Amagi will showcase the new platform in booth SU13006 at the 2016 NAB Show, taking place April 18-21 in Las Vegas.
“The dynamic nature of live sports and news broadcast on OTT platforms calls for a responsive and accurate ad-insertion capability,” said Amagi co-founder Baskar Subramanian. He further adds, “For the first time in the OTT advertising landscape, we have used watermarking-based ad insertion to simplify the broadcast workflow, increase flexibility, and eliminate huge integration efforts into existing broadcast traffic systems. Amagi’s patented watermarking technology is already in use by TV networks worldwide to deliver millions of targeted ad seconds every month, and through Thunderstorm we have extended this successful platform to OTT feeds.”
Thunderstorm adds more power to the ad-insertion workflow by enabling server-side ad stitching and personalization. When multiscreen ads are delivered via client-based ad insertion systems, broadcasters and advertisers lose control over the advertising playout process. Often, viewers skip or block the ads, and the decision whether ads are played or not, can be left to the OTT service provider. Amagi’s Thunderstorm platform transforms this workflow, enabling TV networks to take control over the ads aired in their content, boost monetization, and enhance viewer satisfaction across the multiscreen environment.
Thunderstorm will also allow broadcasters to integrate multiple ad formats, including bugs, L-bands, and linear video, for ultimate flexibility. Since ads are stitched on the cloud into the linear stream. Thunderstorm eliminates the need to create device-driven OTT ads, making ads compatible across various screens. The platform packages content and targeted ads together into a linear stream, undetected by ad blockers, leading to a smoother overall user experience.
Amagi has a proven track record in watermark-based targeted advertising on traditional TV for well-known international broadcasters. Using Amagi’s content watermarking technology, broadcasters can identify replacement triggers and achieve frame-accurate ad splicing. In addition to Amagi watermarks, Thunderstorm also allows TV networks to use traditional triggers such as SCTE-35. By allowing TV networks to efficiently deliver personalized advertising on OTT streams as well, Amagi expands their media pack and strengthens revenue streams.
iWorld
JioHotstar enters micro-drama space with 100 shows under Tadka banner
Short-form push targets 300M users as content meets commerce in new format
MUMBAI: JioStar has made a bold play in India’s fast-growing micro-drama space, rolling out over 100 short-form shows under its new Tadka banner on JioHotstar, timed with the massive viewership surge of the Indian Premier League 2026.
The scale of the launch signals clear intent. Rather than testing the waters, the company has dived in headfirst, releasing a wide slate of content on day one. Each show is designed for quick consumption, with episodes running 60 to 90 seconds in a vertical format tailored for mobile-first audiences.
The move comes as India’s micro-drama market, currently valued at around $300 million, is projected to grow tenfold to over $3 billion by 2030. Globally, the format has already proven its mettle, with China’s micro-drama sector recording explosive growth in recent years.
What sets this rollout apart is its built-in monetisation strategy. The shows are free to watch and ad-supported, with brand integrations woven directly into storylines from the outset. It reflects a broader shift where content and commerce are increasingly intertwined, rather than operating in silos.
The timing is equally strategic. With more than 300 million users already tuning in for IPL action, JioHotstar is effectively turning cricket’s biggest stage into a discovery engine for its new format.
The company is not entering an empty arena. Early movers like Kuku TV, MX Player and platforms backed by Zee Entertainment Enterprises have already laid the groundwork, building audiences and validating demand for snackable storytelling.
Now, with scale, distribution and advertiser interest aligning, the big players are stepping in. For JioStar, Tadka may well serve as a proving ground for the next evolution of digital entertainment, where every minute counts and every second sells.
If the bet pays off, India’s next big content wave might just arrive in under 90 seconds.
