NDTV has announced a major expansion of its presence in the Connected TV space, appointing Akhil Bhalla as Product Head – Connected TV and Sanjeev Kumar Choudhary as Head of Connected TV Revenue. The move signals the network’s strategic intent to strengthen its footprint in what is fast emerging as one of the most influential segments of the global and Indian media ecosystem.

The announcement, made through a company press release, underlines NDTV’s focus on Connected TV as a natural next phase in the evolution of news consumption. With Connected TV increasingly combining the reach of traditional television with the intelligence and measurability of digital platforms, the medium is becoming a key destination for premium video and credible news content.

Industry data points to the pace of this shift. More than 129 million Indians are estimated to have streamed digital video on a Connected TV device at least once in the past month, reflecting how large-screen OTT viewing is rapidly becoming mainstream. Household penetration is also rising sharply, with projections suggesting that Connected TV could soon reach over 60 million homes, firmly establishing it as a mass medium rather than a niche digital extension.

Advertising trends are closely following audience behaviour. India’s Connected TV advertising market is projected to touch around USD 760 million in 2025 and approach USD 1 billion in 2026, as brands increasingly move budgets towards premium, brand-safe living-room environments. Globally, connected TV advertising revenues are expected to climb to USD 51 billion by 2029, reinforcing the medium’s growing importance in the video economy.

Against this backdrop, NDTV’s leadership appointments reflect a clear plan to build a dedicated Connected TV ecosystem spanning product innovation, editorial experience, distribution and monetisation. Akhil Bhalla, as Product Head – Connected TV, will lead the redesign of NDTV’s Connected TV product and viewing experience, with a focus on how news is discovered and consumed on the big screen. Bhalla brings experience from Jio Hotstar, where he played a key role in developing Connected TV-led news offerings and integrating dozens of national and regional news channels into streaming environments.

“Connected TV is redefining how audiences experience news,” Bhalla said, adding that NDTV’s editorial credibility provides a strong foundation to design a product built specifically for the future of news consumption on large screens.

On the revenue and partnerships side, Sanjeev Kumar Choudhary will be responsible for scaling NDTV’s Connected TV distribution and unlocking monetisation opportunities. Choudhary joins from Republic Media Network and has worked extensively across digital and Connected TV revenue models, including partnerships with platforms such as Samsung TV Plus, LG, Jio and Google Showcase.

“Scale is already visible, consumption is deepening, and advertiser interest is accelerating rapidly,” Choudhary said, noting that NDTV’s trust-led brand positions it strongly in the Connected TV ecosystem.

Commenting on the strategic move, Rahul Kanwal, CEO and Editor-in-Chief of NDTV, said Connected TV represents a fundamental shift in how news is consumed and valued. “It brings together the authority of television and the precision of digital within a premium, high-trust environment. Our foray into Connected TV is an investment in the future of news, aligned with changing audience behaviour and new revenue opportunities,” he said.

With these appointments, NDTV is positioning itself at the forefront of India’s Connected TV transition, viewing the platform as a long-term growth engine and a powerful extension of its core journalism in an increasingly screen-agnostic media landscape.