Amagi, a cloud platform for unified broadcast, streaming and monetization, has announced an expanded partnership with TV9 Network, one of India’s leading language-differentiated news networks, extending their current relationship to cover the network’s entire CTV/Digital media workflow.

Under the expanded scope, Amagi will manage TV9’s live feeds, handle distribution and partnerships across all Connected TV (CTV) platforms, and drive monetization across the network’s channels, the media tech company said in a press statement from Bengaluru.

As part of the expanded engagement, TV9 has also become the first broadcaster in India to go live with Amagi’s AdFlow Orchestrator. Built on the Placement Opportunity Information Service (POIS) standard, the solution is designed to align long-form broadcast ad breaks with the shorter, structured breaks required by FAST and CTV platforms.

Since going live, TV9 has reported improvements in viewership retention, growth in time spent, and expanded monetization opportunities across its channels, the statement added.

Amagi has worked with TV9 for multiple years, initially supporting the network’s entry into CTV and FAST platforms.

The expanded agreement consolidates feed management, CTV distribution partnerships, and monetization under a single, unified operation, giving TV9 a consistent operational and commercial framework as it scales its presence across connected TV platforms in India and beyond.

“TV9 has been a valued partner for over two years, and this expansion reflects the depth of trust they’ve placed in Amagi to run the full breadth of their CTV/Digital operations,” said Jay Ganesan, SVP-Sales (APAC), Amagi.

According to Hemant Sajnani, CTO-Digital, TV9 Network, the company focus has always been on delivering a seamless and engaging viewing experience.

“With Amagi’s POIS-based ad orchestration solution, we are now able to keep viewers engaged during commercial breaks by serving relevant filler content instead of blank or repetitive screens. This is expected to improve session duration, increase viewer stickiness, and create additional opportunities for monetization through higher ad impressions,” he added.