Amagi, a cloud-based technology provider for the media industry, has announced that NDTV has adopted its AdFlow Orchestrator to improve channel performance and unlock advertising revenue opportunities across Free Ad-Supported Streaming TV (FAST) and Connected TV (CTV) platforms.

The solution automatically restructures SCTE-35 advertising markers to meet the requirements of individual distribution partners, helping ensure that advertising opportunities are accessible and optimised for better revenue generation.

NDTV’s traditional television channels carry commercial breaks lasting 15–18 minutes per hour, which may not be suitable for streaming platforms with limits on advertising duration. Such extended breaks can lead to viewer drop-offs, lower ad fill rates and missed monetisation opportunities.

Amagi’s AdFlow Orchestrator addresses this challenge by splitting long commercial breaks into shorter, platform-specific segments that streaming services can fill more efficiently. The solution enables NDTV to adapt its advertising for streaming audiences without re-editing content or creating separate feeds for FAST distribution.

The engagement also includes enhanced editorial controls, improved transitions around advertisements and interstitial content, greater promotional variety and better visibility into on-air system performance. These features are designed to improve the viewing experience while giving NDTV’s team greater operational control.

NDTV’s Director of Growth & Digital Strategy, Gautam Shelar, said the solution enables the broadcaster to adapt its advertising strategy for streaming audiences without disrupting existing workflows. Amagi’s SVP of Sales for APAC, Jay Ganesan, highlighted the company’s focus on helping broadcasters improve monetisation as they expand across FAST and Connected TV platforms.

The adoption underscores Amagi’s continued collaboration with Indian broadcasters as they adapt traditional advertising models to evolving digital streaming audiences.