GECs
Tata Play introduces Addressable Ads for linear television
Mumbai: India’s largest content distribution platform Tata Play, has announced Addressable Ads for linear television. Addressable TV advertising technology enables advertisers to selectively segment TV audiences and serve different ads to different households, even if they are watching the same content. In essence, digital-akin media planning can now be achieved on television through Addressable Ads. Starting today, brands can sharpen the targeting of their linear TV ads through filters of geographies and audience profiles.
Addressable TV ads mark a revolutionary milestone for television advertising as it merges linear TV with digital capabilities. TV advertising is essential for top-of-funnel deliveries. With Tata Play’s Addressable Ads solution, advertisers can enjoy a better ROI with functionalities like targeting and buying impressions. Broadcast partners are now empowered with an opportunity to offer a more relevant, rewarding, and effective inventory.
Tata Play CEO & managing director Harit Nagpal explained how the new development disrupts the linear TV advertising ecosystem, “While Television delivers the highest advertising reach for brands, it doesn’t offer sharper targeting. With our targeted ad delivery, we can now split a TV spot into multiple beams with each beam carrying messages to distinctive audience cohorts, as required by the advertisers.”
This breakthrough marks a first for unconnected boxes, empowering advertisers to reach their targeted audience with complete measurability. The segmentation will be based on audience profiles and various geographical cuts, making television advertising more engaging and effective. Tata Play has partnered with Invidi and TAM for this initiative. While Invidi will manage the tech aspect of Addressable ads, TAM will facilitate audience measurement and monitoring.
GECs
Samsung TV Plus launches Kings of Comedy channel
New free FAST channel brings iconic Hindi comedy shows to millions of Samsung Smart TV owners.
MUMBAI: Samsung TV Plus has just turned up the laughter volume and it’s completely free. The leading free ad-supported streaming television (FAST) service in India has launched Kings of Comedy, a premium comedy channel featuring some of the country’s most beloved primetime shows. Available exclusively on Samsung TV Plus, the channel delivers back-to-back hits including Comedy Nights with Kapil, Khatra Khatra Khatra, and Comedy Nights Bachao, with no login or subscription required.
The launch marks a milestone for free streaming in India, offering audiences a dedicated comedy destination directly from their Samsung TV home screen. It arrives as Samsung TV Plus India celebrates its 5th anniversary, during which the service has grown its monthly active users by 42 per cent and more than doubled its total viewing hours. The platform now offers over 180 free channels across 14 languages.
Samsung TV Plus India general manager and head of business development Kunal Mehta said, “Comedy is the heartbeat of Hindi entertainment, and Kings of Comedy brings together the shows Indians already love, completely free on their Samsung TV. Our focus remains the same take the content people know and make it effortless to access.”
Globally, Samsung TV Plus has surpassed 100 million monthly active users across more than 4,500 channels, solidifying its position as one of the world’s leading free streaming services.
Kings of Comedy is now available on all compatible Samsung Smart TVs. For viewers seeking non-stop laughter without any cost, this new channel delivers a royal treat proving that sometimes the best entertainment really does come with no strings (or subscriptions) attached.
