NDTV has adopted Amagi’s AdFlow Orchestrator to improve advertising performance and monetisation across free ad-supported streaming television (FAST) and connected TV (CTV) platforms.

The technology enables broadcasters to automatically adapt SCTE-35 advertising markers to meet the requirements of individual streaming distribution partners. By aligning broadcast signals with platform specifications, the system aims to improve ad delivery, increase fill rates and create more effective monetisation opportunities.

Traditional television channels often carry commercial breaks lasting 15 to 18 minutes per hour. However, these extended breaks may not suit FAST and CTV platforms, where lengthy interruptions can lead to viewer drop-offs and conflict with platform-specific advertising limits, affecting both the viewing experience and revenue potential.

Amagi’s AdFlow Orchestrator addresses this challenge by automatically dividing long commercial breaks into shorter segments tailored to individual streaming platforms. The process allows platforms to fill advertising opportunities more effectively without requiring NDTV to re-edit content or produce separate feeds for streaming distribution.

As part of the implementation, Amagi also introduced additional capabilities, including on-air transitions around advertisements and interstitial content, greater editorial control over programming and promotional placements, and improved visibility into system performance. These features are designed to give NDTV’s team greater control over its streaming operations while maintaining a smoother viewing experience.

Gautam Shelar, Director – Growth and Digital Strategy at NDTV, said the broadcaster’s traditional advertising breaks were not designed for FAST and connected TV audiences, affecting viewer engagement.

“ The Amagi AdFlow Orchestrator has let us adapt our advertising for streaming audiences without reworking our feeds or our workflow,” Shelar said. He added that Amagi incorporated feedback from NDTV’s team to provide the editorial control and operational visibility needed to manage the system effectively.

Jay Ganesan, SVP – Sales, APAC, at Amagi, said the solution was developed to help broadcasters adapt their advertising strategies for FAST platforms without disrupting existing operations. He added that the engagement reflects Amagi’s continued efforts to help broadcasters monetise streaming audiences and its ongoing partnership with NDTV.

The adoption highlights the growing need for broadcasters to adapt traditional advertising workflows to the requirements of streaming platforms as FAST and CTV viewing expands. By restructuring advertising breaks for digital distribution, broadcasters can seek to improve ad delivery, protect viewer engagement and unlock additional revenue opportunities.