The rise of FAST channels: A blend of AVOD and linear streaming

Shedding light on the latest buzz in the television industry, Free Advertising Supported Streaming Television or FAST channels, Kunal Mehta, Head of Partnerships at Samsung TV Plus, highlighted their unique blend of advertising-based video-on-demand (AVOD) content and linear streaming television.

Mehta emphasised that advertisers are drawn to FAST platforms due to the targeting capabilities they provide, enabling precise consumer engagement on large screens. As the free segment of streaming dominates on Samsung TVs, the popularity of FAST channels is expected to surge, bringing new opportunities for content makers, consumers, and advertisers.

Kunal Mehta

Explaining how FAST channels are different from other services, Mehta said, "You would either have video-on-demand (VOD) service or AVOD service or a traditional linear television in your house. But FAST channels offer you the best of the two worlds. When the consumer logs on to the Samsung TV Plus app, which is the FAST platform that we have, he/she gets both AVOD content as well as linear streaming television.”

Furthermore, he went on to add, “We launched this service in March 2021 and since then we have partnered with all the large media groups, media broadcasters and content providers in India. Some of them are really large brands such as Discovery, TV Today, Republic, Times TV and 9X Masti. So, major large broadcasters that you are used to watching from the local markets are with us.”

He stated that international partners are also available to consumers via TV Plus in India. 

“We currently have over 100 channels and we plan to increase the content portfolio during the year. We have a very good mix of multi-genre content available for each consumer. So, we are trying to provide consumers with a mix of both new media as well as the traditional media that they are used to consuming,” Mehta added. 

In terms of what it means to the advertisers, Mehta said, “On a large screen you will be able to do targeting for the consumers. You will also be able to do genre-wise advertising or targeting for these consumers, making it a very strong proposition. That is what is drawing the advertisers to FAST platforms.” 

Mehta also said, “We have been monitoring this space for a while. In terms of streaming or VOD on Samsung televisions, advertising-supported video-on-demand and FAST services far exceed the streaming time of subscription-based VOD services. This gave us an insight to further expand into this space and create those strategic partnerships that we now have in place.”

Approximately 89% of the total streaming activity on Samsung TVs is attributed to the free segment of the streaming business, he stated.

“Basis this understanding, we started scouting for content partners that would fit the mix of audience that we have. For example, we started localisation of content. We have owned and operated (ONO) channels which are primarily movie-based channels. So, we license content and we curate channels. Additionally, since the time we launched in 2021 to now, the news genre has grown tenfold. All the big brands have come onboard the FAST bandwagon. So, localisation of content plus finding a good mix of international content has led to the overall growth,” Mehta said.

He also stated that, in the past viewers had a laid-back approach to television, often watching whatever was available without much thought. However, there has been a notable shift in viewing habits where individuals now actively search for specific content and indulge in binge-watching. 

As per him, FAST platforms offer a combination of these approaches, providing a convenient option for users to access a wide range of VOD content within a single application. Whether one prefers actively searching for content or simply wants to unwind without the hassle of searching, these platforms cater to both preferences.

“We have this capability where the consumer can leave content where they left off and continue watching the content from there. We also have the ability to recommend content for the consumer,” Mehta added. 

Speaking about how Samsung TV Plus generates revenue from FAST channels, Mehta said, “We integrate premium video advertisements into the TV Plus offering. These ads are inserted during breaks and cannot be skipped, allowing us to generate revenue.”

Mehta believes that this is a great time to be present in the TV space due to the substantial amount of innovation taking place. The prices of smart TVs are currently decreasing, leading to a widespread adoption of these devices in India. Furthermore, the emergence of 5G technology has spurred significant advancements in the field of technology. The conventional obstacles that previously hindered content consumption, such as specific formats or devices, have been eliminated for consumers.

“We expect a significant surge in innovation regarding content creation by broadcasters tailored specifically for the FAST platform. Additionally, we expect advancements in ad products and innovations that will enable seamless ad serving. These developments will prove advantageous to both advertisers and consumers,” he added.

Commenting on the future of television with the growing popularity of these channels, Mehta said that large content partners will begin curating content exclusively for FAST platforms. Niche genres will also witness an influx of content on FAST TV. Moreover, as television sales increase and more content is added, along with increased viewer engagement on TV, advertisers are likely to allocate more funds towards FAST in the coming years.

When discussing the growing popularity of streaming services and on-demand content and their impact on FAST channels, Mehta expressed that FAST channels play a significant role in the evolving landscape. 

“It's going to benefit all three parties involved - including the content providers, consumers and advertisers. So, more content providers will start coming on TV Plus. With that, increase in genre and newness of content can be repurposed. Moreover, additional revenue would be coming in for the content providers. With FAST channels, newer opportunities would be there for the consumers to watch different content that is available globally and is now going to be available in India for free,” he added.  

Shedding light on the latest buzz in the television industry, Free Advertising Supported Streaming Television or FAST channels, Kunal Mehta, Head of Partnerships at Samsung TV Plus, highlighted their unique blend of advertising-based video-on-demand (AVOD) content and linear streaming television.

Mehta emphasised that advertisers are drawn to FAST platforms due to the targeting capabilities they provide, enabling precise consumer engagement on large screens. As the free segment of streaming dominates on Samsung TVs, the popularity of FAST channels is expected to surge, bringing new opportunities for content makers, consumers, and advertisers.

Explaining how FAST channels are different from other services, Mehta said, "You would either have video-on-demand (VOD) service or AVOD service or a traditional linear television in your house. But FAST channels offer you the best of the two worlds. When the consumer logs on to the Samsung TV Plus app, which is the FAST platform that we have, he/she gets both AVOD content as well as linear streaming television.”

Furthermore, he went on to add, “We launched this service in March 2021 and since then we have partnered with all the large media groups, media broadcasters and content providers in India. Some of them are really large brands such as Discovery, TV Today, Republic, Times TV and 9X Masti. So, major large broadcasters that you are used to watching from the local markets are with us.”

He stated that international partners are also available to consumers via TV Plus in India. 

“We currently have over 100 channels and we plan to increase the content portfolio during the year. We have a very good mix of multi-genre content available for each consumer. So, we are trying to provide consumers with a mix of both new media as well as the traditional media that they are used to consuming,” Mehta added. 

In terms of what it means to the advertisers, Mehta said, “On a large screen you will be able to do targeting for the consumers. You will also be able to do genre-wise advertising or targeting for these consumers, making it a very strong proposition. That is what is drawing the advertisers to FAST platforms.” 

Mehta also said, “We have been monitoring this space for a while. In terms of streaming or VOD on Samsung televisions, advertising-supported video-on-demand and FAST services far exceed the streaming time of subscription-based VOD services. This gave us an insight to further expand into this space and create those strategic partnerships that we now have in place.”

Approximately 89% of the total streaming activity on Samsung TVs is attributed to the free segment of the streaming business, he stated.

“Basis this understanding, we started scouting for content partners that would fit the mix of audience that we have. For example, we started localisation of content. We have owned and operated (ONO) channels which are primarily movie-based channels. So, we license content and we curate channels. Additionally, since the time we launched in 2021 to now, the news genre has grown tenfold. All the big brands have come onboard the FAST bandwagon. So, localisation of content plus finding a good mix of international content has led to the overall growth,” Mehta said.

He also stated that, in the past viewers had a laid-back approach to television, often watching whatever was available without much thought. However, there has been a notable shift in viewing habits where individuals now actively search for specific content and indulge in binge-watching. 

As per him, FAST platforms offer a combination of these approaches, providing a convenient option for users to access a wide range of VOD content within a single application. Whether one prefers actively searching for content or simply wants to unwind without the hassle of searching, these platforms cater to both preferences.

“We have this capability where the consumer can leave content where they left off and continue watching the content from there. We also have the ability to recommend content for the consumer,” Mehta added. 

Speaking about how Samsung TV Plus generates revenue from FAST channels, Mehta said, “We integrate premium video advertisements into the TV Plus offering. These ads are inserted during breaks and cannot be skipped, allowing us to generate revenue.”

Mehta believes that this is a great time to be present in the TV space due to the substantial amount of innovation taking place. The prices of smart TVs are currently decreasing, leading to a widespread adoption of these devices in India. Furthermore, the emergence of 5G technology has spurred significant advancements in the field of technology. The conventional obstacles that previously hindered content consumption, such as specific formats or devices, have been eliminated for consumers.

“We expect a significant surge in innovation regarding content creation by broadcasters tailored specifically for the FAST platform. Additionally, we expect advancements in ad products and innovations that will enable seamless ad serving. These developments will prove advantageous to both advertisers and consumers,” he added.

Commenting on the future of television with the growing popularity of these channels, Mehta said that large content partners will begin curating content exclusively for FAST platforms. Niche genres will also witness an influx of content on FAST TV. Moreover, as television sales increase and more content is added, along with increased viewer engagement on TV, advertisers are likely to allocate more funds towards FAST in the coming years.

When discussing the growing popularity of streaming services and on-demand content and their impact on FAST channels, Mehta expressed that FAST channels play a significant role in the evolving landscape.

“It's going to benefit all three parties involved - including the content providers, consumers and advertisers. So, more content providers will start coming on TV Plus. With that, increase in genre and newness of content can be repurposed. Moreover, additional revenue would be coming in for the content providers. With FAST channels, newer opportunities would be there for the consumers to watch different content that is available globally and is now going to be available in India for free,” he added.  

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