In a strategic partnership, Amagi, a global leader in cloud-based SaaS technology for broadcast TV and streaming TV, has teamed up with India TV to revolutionize ad monetization across India TV News’ owned and operated (O&O) channels.

The collaboration aims to optimize ad operations and address key challenges in the Indian market, where ad insertion costs are perceived as high, coupled with traditionally low CPM rates.

The focus of the engagement is the implementation of Amagi THUNDERSTORM, a cutting-edge Server-Side Ad Insertion (SSAI) solution, across various platforms, including connected TV and streaming platforms.

Amagi THUNDERSTORM is poised to elevate fill rates, enhance monetization capabilities, and provide India TV with a robust dataset of performance metrics on content viewership and ad performance across devices and geographic dimensions.

Jay Ganesan, SVP – Asia-Pacific, Amagi, expressed excitement about the partnership, emphasizing their commitment to delivering bespoke solutions that empower customers to optimize ad operations and enhance connected TV business performance. Amagi THUNDERSTORM offers unique features tailored for the Indian market, such as mid-break and pod split, designed to maximize ad monetization potential, especially in channels with 6-8 minute ad breaks.

Amit Kr Sinha, Chief Strategy Officer, India TV, highlighted the pioneering nature of the collaboration and the differentiation provided by Amagi THUNDERSTORM’s premium features and scalable capabilities. The deployment includes serving both pre-roll and mid-roll ads, supported by Amagi’s comprehensive services, including a single point of contact for delivery to multiple platforms, SSAI integration, expert guidance on ads, quick turnaround time, and access to in-depth analytics.

This partnership signifies a landmark move in the industry, reflecting India TV’s commitment to delivering top-notch content and ensuring an unparalleled viewer experience. Amagi, with its global reach and track record of serving clients worldwide, continues to play a pivotal role in transforming the ad tech landscape for broadcasters and content providers.