In a significant leap toward its Connected TV strategy, ZEE5 has officially announced the launch of Free Ad-Supported Streaming Television (FAST) channels in India this August. The initiative marks the streaming platform’s entry into the increasingly popular FAST segment, which offers viewers free, always-on, curated content experiences supported by advertisements.

In a statement released by the company, ZEE5 confirmed it is partnering with Amagi Media Labs Ltd., a global leader in cloud-based SaaS technology for broadcast and streaming TV, to power the backend of its FAST rollout. The channels will serve up a 24/7 linear stream of curated premium content across a wide spectrum of genres—including comedy, drama, horror, cult classics, and more—catering to the growing demand for high-quality free entertainment on connected devices and smart TVs.

Amit Goenka, President – Digital Business and Platforms, Zee Entertainment Enterprises Ltd., remarked, “The launch of FAST channels aligns with our strategy to deepen platform engagement and expand reach, especially on Connected TVs. It’s a step forward in how we simplify access and drive better discoverability for the evolving digital viewer. As viewing habits evolve, we believe strong storytelling should meet consumers in formats that are seamless and scalable. FAST is a step in that direction.”

This development signals a sharper focus on AVOD (advertising video-on-demand) for ZEE5, positioning it to gain significant traction among Indian viewers who are increasingly consuming content on connected TVs.

Ashish Sehgal, Chief Growth Officer at ZEEL, echoed this sentiment, adding, “The connected TV ecosystem in India is rapidly evolving, and ZEE5 is proud to be at the forefront of this shift. With Amagi as our technology partner, we’ve built a robust, scalable infrastructure for FAST delivery, ensuring seamless content discovery, dynamic ad-insertion, and real-time monetization.”

Srinivasan KA, Co-founder and President – Global Business, Amagi, stated, “ZEE5’s foray into FAST channels marks a pivotal moment for the streaming ecosystem in India. This launch brings together ZEE5’s rich content heritage and Amagi’s cloud expertise to deliver improved quality, free entertainment at scale. It reflects our shared vision for making premium entertainment accessible to all.”

This launch not only strengthens ZEE5’s AVOD strategy but also provides brands and advertisers with a high-impact environment to reach new audiences. As India’s digital-first households continue to grow, the platform is aiming to become a go-to destination for round-the-clock, free-to-watch content that is both premium and widely accessible.

The move also underscores the platform’s intent to monetize its rich content library beyond traditional SVOD (subscription-based) models by tapping into the FAST ecosystem—a format gaining popularity globally for its simplicity, accessibility, and growing viewer base.

With this August rollout, ZEE5 is poised to transform its connected TV play and redefine the streaming experience for Indian viewers—one channel at a time.