New Delhi: RunnTV, an independent Free Ad-Supported Streaming Television (FAST) platform and FAST technology company, has entered into a strategic partnership with Smart TV operating system provider Coolita to expand premium FAST channel distribution and Connected TV (CTV) monetisation across India.
The collaboration will bring a diverse portfolio of premium FAST channels spanning movies, entertainment, music, kids, news, lifestyle, devotional and regional content to viewers using Coolita-powered Smart TVs. By combining Coolita’s growing Smart TV ecosystem with RunnTV’s end-to-end FAST technology and monetisation capabilities, the partnership aims to accelerate FAST adoption while creating new opportunities for content owners, advertisers and consumers.
According to the companies, the partnership brings together one of India’s leading FAST distribution and monetisation platforms with one of the country’s fastest-growing Smart TV operating system ecosystems, enabling premium content distribution and Connected TV advertising at scale.
Coolita currently has a presence in India through partnerships with leading Smart TV brands and powers more than five million active devices. The operating system is designed to offer a lightweight interface, localised user experience and seamless content discovery.
“India is witnessing rapid growth in Connected TV consumption and FAST television,” said Manish Sinha, Founder & CEO, RunnTV. “Our partnership with Coolita is another important step in building the robust FAST infrastructure needed to scale the ecosystem. Together, we are helping premium content owners reach millions of households, enabling advertisers to access high-quality CTV audiences, and delivering a superior free television experience to consumers.”
Under the agreement, RunnTV will deploy its proprietary FAST technology stack, covering channel playout, scheduling, distribution and monetisation, to power the FAST experience across Coolita-powered devices. The collaboration is expected to enhance the reach of premium FAST channels while unlocking new advertising opportunities for brands seeking premium, brand-safe Connected TV inventory.
“We are excited to partner with RunnTV to enhance the entertainment experience for our users in India,” said Coco Lee, CEO, Coolita. “RunnTV’s expertise in FAST channel operations and monetization, combined with Coolita’s growing Smart TV ecosystem, will help expand access to premium free television while driving the next phase of FAST growth in India.”
The partnership further strengthens RunnTV’s strategy of building a robust FAST ecosystem through collaborations with Smart TV platforms, original equipment manufacturers (OEMs), content owners and advertising partners. The companies said the initiative will provide viewers with access to premium free television, enable content partners to expand distribution across more than five million active Smart TV devices, and offer advertisers greater access to high-quality Connected TV audiences.
