TV9 Network has expanded its cooperation with media technology firm Amagi to include wider Connected TV (CTV) and digital media workflows such as live feed management, CTV distribution, and channel monetization.
Amagi’s increased responsibilities include managing TV9 Network’s live feeds, overseeing distribution and partnerships across CTV platforms, and assisting with channel monetization. The firms have been working together for almost two years, with the original focus on TV9’s entrance into the CTV and FAST platforms.
As part of the extended relationship, TV9 Network became India’s first broadcaster to go live using Amagi’s AdFlow Orchestrator. The solution is based on the Placement Opportunity Information Service (POIS) standard and is intended to convert long-form broadcast advertising breaks to the shorter, more structured commercial breaks utilized by FAST and CTV platforms.
According to Amagi, TV9 has seen increases in viewing retention and time spent since installing the solution, as well as new monetization options across its channels. The platform employs filler material during ad breaks to lessen the number of blank or repeating screens on CTV platforms.
“TV9 has been a valued partner for over two years, and this expansion reflects the depth of trust they’ve placed in Amagi to run the full breadth of their CTV/Digital operations,” Jay Ganesan, SVP-Sales (APAC), Amagi. “By combining feed management, CTV distribution, and monetization into a single, unified operation, we can provide TV9 with a simpler, more effective approach to grow across all platforms where their audiences are present. Their decision to go live with our POIS-based solution as the first broadcaster in India is a clear indication of where the market is going, and we’re happy to be the technology partner assisting them in leading that change.”
The increased deal consolidates feed management, CTV distribution relationships, and monetization for TV9 Network, allowing it to grow its footprint across connected TV platforms in India and other foreign markets.
“At TV9 Network, our goal has always been to provide a smooth and enjoyable viewing experience. Using Amagi’s POIS-based ad orchestration technology, we can now keep viewers interested during commercial breaks by presenting appropriate filler content instead of blank or repeating displays. This is intended to boost session time, viewer stickiness, and provide new income options through more ad impressions.
As we continue to develop in Connected TV, we see Amagi as a trusted long-term technology partner that can help us provide a better watching experience while unlocking new income potential,” stated Hemant Sajnani, CTO-Digital at TV9 Network.
The collaboration comes as broadcasters and news networks increasingly use cloud-based processes and look into CTV and FAST platforms as new distribution and advertising channels. TV9 Network’s increased collaboration consolidates numerous parts of its CTV and digital operations under a single technology partner.
