TV9 Network and Amagi Expand Partnership to Cover End-to-End CTV/Digital Operations, Distribution, and Monetization

Amagi, the media industry cloud platform for unified broadcast, streaming, and monetization, today announced an expanded partnership with TV9 Network, one of India's leading language-differentiated news networks, extending their current relationship to cover the network's entire CTV/Digital media workflow. Under the expanded scope, Amagi will manage TV9's live feeds, handle distribution and partnerships across all Connected TV (CTV) platforms, and drive monetization across the network's channels.

As part of the expanded engagement, TV9 has also become the first broadcaster in India to go live with Amagi's AdFlow Orchestrator. Built on the Placement Opportunity Information Service (POIS) standard, the solution is designed to align long-form broadcast ad breaks with the shorter, structured breaks required by FAST and CTV platforms. Since going live, TV9 has reported improvements in viewership retention, growth in time spent, and expanded monetization opportunities across its channels.

Amagi has worked with TV9 for multiple years, initially supporting the network's entry into CTV and FAST platforms. The expanded agreement consolidates feed management, CTV distribution partnerships, and monetization under a single, unified operation, giving TV9 a consistent operational and commercial framework as it scales its presence across connected TV platforms in India and beyond.

"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," said Jay Ganesan, SVP-Sales (APAC), Amagi. "By bringing feed management, CTV distribution, and monetization under a single, unified operation, we're able to give TV9 a simpler, more efficient way to scale across every platform their audiences are on. Their move to go live with our POIS-based solution as the first broadcaster in India to do so is a strong signal of where the market is heading, and we're proud to be the technology partner helping them lead that shift."

"At TV9 Network, our focus has always been on delivering a seamless and engaging viewing experience. With Amagi's POIS-based ad orchestration solution, we are now able to keep viewers engaged during commercial breaks by serving relevant filler content instead of blank or repetitive screens. This is expected to improve session duration, increase viewer stickiness, and create additional opportunities for monetization through higher ad impressions. As we continue to innovate across Connected TV, we value Amagi as a trusted long-term technology partner in helping us deliver a superior viewing experience while unlocking new revenue opportunities" said Hemant Sajnani, CTO-Digital, TV9 Network.

The expanded partnership underscores Amagi's continued momentum in India's broadcast and FAST ecosystem, as domestic networks accelerate their shift toward cloud-native operations and CTV-led monetization models.

Source : Equity Bulls

Keywords

Amagi TV9Network Partnership