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  • India TV Partners with Amagi to Transform Ad Monetization Strategy

    Published on March 7, 2024

     Bengaluru :  Amagi, a global leader in cloud-based SaaS technology for broadcast and connected TV, today announced its collaboration with India TV, one of the leading Hindi news channels in India, to enhance ad monetization across India TV News’ owned and operated (O&O) channels. The engagement focuses on leveraging Amagi THUNDERSTORM for server-side ad insertion (SSAI) across multiple platforms, including connected TV and streaming platforms.

    In a remarkably short span, India TV has emerged as a frontrunner in the Indian news media sector and is recognized for setting benchmarks in innovation, impact ratings, time spent, and viewer support, is now collaborating with Amagi to not only elevate fill rates and enhance monetization capabilities but also address critical challenges in the Indian market, where ad insertion costs are perceived as high, compounded by traditionally low CPM rates. Amagi will deploy its Amagi THUNDERSTORM product which will provide INDIA TV with a robust dataset of performance metrics on content viewership and ad performance across devices and geographic dimensions.

    “We are excited to partner with India TV. This collaboration underscores our commitment to providing bespoke solutions that empower our customers to optimize their ad operations and enhance their Connected TV business performance,” said Jay Ganesan, SVP, Asia-Pacific at Amagi. “Recognizing the prevalent trend of 6-8 minute ad breaks in FAST channels in India, our cutting-edge solution, Amagi THUNDERSTORM, brings a unique set of features, including mid-break and pod split, specifically crafted for extended ad breaks and maximizing ad monetization potential. These features boost relevant ad requests, helping India TV efficiently navigate the advertising landscape and achieve success in the dynamic media industry.”

    A key aspect of Amagi THUNDERSTORM’s appeal lies in its continuous improvement and development. The product team actively works on enhancing Amagi THUNDERSTORM, incorporating features like Pod Split 2.2, which are not only globally relevant but particularly beneficial for the Indian market. THUNDERSTORM is designed to address the unique challenges faced by turn-around channels in India, offering a solution that aligns with the existing broadcast landscape.

    “Our collaboration with Amagi marks a pioneering move in our industry. The premium features of Amagi THUNDERSTORM and its scalable capabilities has proven to be a differentiator,” said Amit Kr Sinha, Chief Strategy officer at India TV. “We are excited about the latest adtech that Amagi deploys which will help us with effective ROAS. This partnership stands as a testament to our commitment to delivering top-notch content and ensuring an unparalleled viewer experience.”

    This deployment includes serving both pre-roll and mid-roll ads, supported by Amagi’s single point of contact for delivery to multiple platforms, SSAI integration, expert guidance on ads, quick turnaround time, and access to comprehensive analytics.

    Amagi delivers linear channels in over 40 countries worldwide, with most clients from the American market. Amagi’s customer list includes ABS-CBN, AccuWeather, A+E Networks UK, Cinedigm, Cox Media Group, Crackle Plus, Fremantle, Gannett, Gusto TV, NBCUniversal, Tastemade, The Roku Channel, Vice Media, and numerous other global companies.


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