NDTV is taking a platform-specific approach to streaming ad breaks. The broadcaster has adopted Amagi AdFlow Orchestrator, a cloud-native SaaS tool from Amagi Media Labs, to optimise how commercial inventory is packaged and sold on FAST and connected TV platforms.
The problem is familiar across Indian news broadcasting. Linear channels often run commercial breaks of 15 to 18 minutes within an hour-segment. That structure was designed for linear viewing, not for the shorter, platform-driven sessions common in FAST and CTV environments.
Why long breaks underperform on FAST
Streaming platforms fill ad pods differently from linear distribution. A long, uncut break can leave unfilled inventory, create awkward viewing pauses and push audiences away. Amagi says its AdFlow Orchestrator automatically splits those long breaks into shorter, platform-specific segments, so each distribution partner gets an ad structure it can actually monetise.
What the integration does
The tool conditions and restructures SCTE-35 ad markers for each FAST or CTV partner. In practice, that means every ad break signalling point is aligned with the platform’s requirements before delivery, helping make each opportunity valid, reachable and optimised for yield.
As part of the engagement, Amagi also built capabilities beyond the core ad restructuring:
- On-air transitions around ad and interstitial content
- Greater editorial control over what plays and when
- More variety across promotional content
- Visibility into on-air system performance
What NDTV and Amagi are saying
Gautam Shelar, Director – Growth & Digital Strategy at NDTV, said the broadcaster’s linear breaks were not built with FAST and connected TV viewers in mind, and the impact was visible in engagement. NDTV can now adapt advertising for streaming audiences without reworking feeds or workflow.
“Just as important, Amagi listened to our team’s feedback and built in the editorial control and visibility we needed to run this with confidence.”
Jay Ganesan, SVP-Sales, APAC at Amagi, framed the deal as part of Amagi’s broader push to help broadcasters bring advertising into the FAST era without disrupting current operations.
The marketer’s takeaway
For publishers and brands investing in FAST or CTV, the integration is a useful reminder that ad length is a product decision, not just an operations issue. A break that works on linear can quietly limit fill rates and retention on streaming. Before scaling distribution, marketers should ask whether ad markers and pod lengths are conditioned for each platform, and whether editorial teams retain enough control to adjust the experience.
The bigger shift is from broadcast-first ad structures to platform-aware monetisation. NDTV’s move suggests Indian broadcasters are starting to treat FAST not as a secondary feed, but as a format with its own commercial rules.
Source: MediaNews4U
