Mumbai: Amagi Media Labs Limited, a cloud-native SaaS platform providing AI-enabled solutions to media and entertainment companies, has announced an expanded partnership with TV9 Network to cover its end-to-end CTV and digital media operations.
Under the expanded engagement, Amagi will manage TV9’s live feed management, handle distribution and platform partnerships across all Connected TV platforms, and drive monetisation for the network’s channels.
As part of the deal, TV9 has 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 aligns 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 monetisation opportunities across its channels. The network said the solution enables filler content during commercial breaks instead of blank or repetitive screens, which is expected to improve session duration, increase viewer stickiness and create additional opportunities for monetisation through higher ad impressions.
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 monetisation under a single, unified operation.
“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,” said Hemant Sajnani, CTO-Digital, TV9 Network. “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.”
