India’s Connected TV (CTV) and Free Ad-Supported Streaming TV (FAST) players are exploring the formation of a new industry council. The proposed body, called the India Connected TV & FAST Council (ICFC), could bring key players from both sectors together on a common platform.

According to The Economic Times report, the idea was discussed during a roundtable organised by Runn Media Labs (RunnTV). Representatives from JioStar, Zee, Magnite, The Trade Desk and CloudTV participated in the meeting.

The proposed council could focus on key areas such as audience measurement, industry standards, research, data and privacy, and policy matters. It could also help companies work together on common challenges and improve transparency in the growing CTV and FAST ecosystem.

The initiative is currently at the discussion stage, and its final structure, objectives, funding and governance are yet to be decided. If formed, the council could encourage greater collaboration and support the growth of CTV and FAST services in India.