Television
TV9 expands Amagi partnership for end-to-end CTV and digital operations
TV9 becomes India’s first network to deploy Amagi’s POIS-based ad solution
Bengaluru: TV9 Network is deepening its partnership with media technology company Amagi to bring its CTV and digital operations, distribution and monetisation under a single technology framework.
Under the expanded partnership, Amagi will manage TV9’s live feeds, oversee distribution and partnerships across Connected TV platforms and support monetisation across the network’s channels.
The partnership also makes TV9 the first broadcaster in India to go live with Amagi’s AdFlow Orchestrator, a Placement Opportunity Information Service-based advertising solution designed to improve how long-form broadcast content is adapted for FAST and CTV platforms.
Traditional broadcast channels often have longer commercial breaks, while streaming platforms require shorter, structured ad slots. AdFlow Orchestrator is designed to bridge that gap by aligning broadcast ad breaks with the requirements of CTV and FAST services.
Since deploying the solution, TV9 has reported improvements in viewership retention, time spent and monetisation opportunities across its channels.
The system also enables the network to use relevant filler content during commercial breaks, reducing blank screens and repetitive content that can lead viewers to drop off.
For TV9, the expanded arrangement brings feed management, CTV distribution and monetisation together under one operation as the network expands its presence across connected TV platforms in India and overseas markets.
TV9 has worked with Amagi for more than two years, with the relationship initially focused on helping the network enter CTV and FAST platforms.
The latest expansion comes as Indian broadcasters increasingly shift towards cloud-based operations and look to CTV as a new route for audience growth and advertising revenue.
By combining distribution and monetisation capabilities with ad-break optimisation, the partnership is aimed at helping TV9 improve viewing engagement while creating more opportunities to monetise its growing CTV footprint.
