India TV partners with Amagi, aiming to transform ad monetisation strategy

Amagi has announced its collaboration with India TV with an aim to enhance ad monetisation 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.

India TV is collaborating with Amagi with an aim to not only elevate fill rates and enhance monetisation capabilities but also with an aim to address challenges in the Indian market, where ad insertion costs are perceived as high, compounded by traditionally low CPM rates.

"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."

"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.

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