New Delhi, October 22: Leading Indian news network New Delhi Television Limited (NDTV) has become the latest domestic client of media technology leader Amagi Media Labs for its AdFlow Orchestrator platform. With this, NDTV can optimize its ad inventory across the connected TV and free ad-supported TV (FAST) environments. By adopting this cloud-native tool, NDTV can maximise its ad yields and streamline its distribution workflows.
Using this platform, NDTV can align its content to streaming platforms standards, which do not have long commercial breaks of about 15-18 minutes per hour for linear television feeds. The AdFlow Orchestrator restructures and conditions the ad markers within the live broadcast feeds without requiring separate feed production or manual re-editing by NDTV.
By converting long broadcast breaks into shorter commercial ones, this system eliminates the ‘will be back’ feed that reduces watch times, while improving ad targeting precisions and driving higher cost per mille (CPM) rates across connected television networks.
“Our linear ad breaks weren’t built with FAST and connected TV viewers in mind, and we were seeing the impact on engagement,” Gautam Shelar, Director- Growth & Digital Strategy, NDTV said in a press release.
‘The Amagi AdFlow Orchestrator has let us adapt our advertising for streaming audiences without reworking our feeds or our 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.”
“At Amagi, we’ve built our platform to solve exactly this kind of problem, helping broadcasters bring their advertising into the FAST era without disrupting how they already operate,” Jay Ganesan, SVP-Sales, APAC, Amagi added.
“This engagement reflects the innovation we continue to bring to the FAST industry and the leadership position we’ve built by helping broadcasters monetize streaming audiences. It’s also a reflection of our partnership with NDTV with whom we worked closely over the years to support their operations.”
