Hindi news channel India TV has launched two dedicated CTV (Connected TV) channels along with its main channel stream, with plans to launch more.
The group has introduced India TV Live, India TV Speed News and India TV Aap ki Adalat for CTV audiences.
With this, India TV claims to have become the only news group to have two dedicated CTV channels along with the main channel stream on CTV devices.
Ritu Dhawan, Managing Director and CEO, India TV, said, “Considering the exponential growth of the CTV market, it has become imperative to expand our content offerings on this platform. By launching these channels, we want to cement our position as a leader in the CTV space. We also want to show that value to our viewers by providing them contextualised, nuanced and relevant information in multiple formats, themes, and devices on this platform.”
An India TV statement explained that the launches are in line with the notion that CTV is changing the news landscape with the large screen TV experience, targeting/measurement capabilities of digital, access to affluent urban households and allowing viewers content choice and convenience. Hence, India TV believes that there is an opportunity to go beyond the 24-hour barrier of providing content and facilitating structured information to the viewer, it added.
CTV offers provides new ways for targeted advertising.
Dhawan added, “The way digital advertising has increased its market penetration across the ad industry and advertiser verticals, CTV is becoming a preferred medium for advertisers. As CTV is enabled with the power of the internet, ad opportunities and ad formats have increased for advertisers.”
The CTV ecosystem is forever evolving, thanks to rapid technological advancements. Keeping this in mind, India TV believes that it is essential to present content in the viewer’s familiar navigation and content styles. “We believe this approach has helped us maintain our position as India’s Most Engaged News Video Publisher,” Dhawan stated.
Moving forward, digital-first, localisation, explainers and user-generated content will define content consumption in the future, the statement added.
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