Mumbai: Advertising technology company Ventes Avenues and Connected TV platform provider SuperCTV have announced a strategic partnership with Xiaomi PatchWall, Xiaomi’s proprietary smart TV content-discovery platform, to develop premium Connected TV (CTV) advertising solutions for the Indian market.
The collaboration brings together Xiaomi PatchWall’s smart TV ecosystem, SuperCTV’s Connected TV platform and integration capabilities, and Ventes Avenues’ advertising technology, agency network and market expertise to create premium, integrated brand experiences on Connected TV.
Under the partnership, the three companies will jointly develop the technology, platform integrations and advertising infrastructure required to introduce premium advertising experiences across the Xiaomi PatchWall ecosystem. The initiative aims to ensure that brand communication remains seamlessly integrated into the television environment while enhancing viewer engagement through large-screen formats.
For Xiaomi TV users, the focus will be on maintaining a high-quality home-screen experience while enabling brand communication designed specifically for Connected TV viewing. Xiaomi PatchWall offers users a unified interface to discover and access content across multiple streaming platforms and applications, with the new partnership enabling brands to connect with audiences through prominent home-screen advertising formats.
The companies noted that as Connected TV adoption accelerates across India, television home screens are emerging as a valuable environment for both entertainment discovery and premium brand engagement. Advertisers are increasingly seeking high-attention, brand-safe opportunities to reach audiences on the largest screen in the home.
As part of the agreement, SuperCTV and Ventes will jointly develop the required technology and platform capabilities, while Ventes will exclusively manage advertiser and media agency partnerships, market development and campaign activation for Xiaomi PatchWall Masthead advertising opportunities in India.
The collaboration aims to provide advertisers with streamlined access to premium Connected TV inventory while maintaining platform quality, viewer experience and brand safety.
Commenting on the partnership, Balamurugan Mani, CEO & Co-Founder, Ventes Avenues, said, “Partnering with Xiaomi PatchWall is an important milestone for Ventes as we continue to build a strong, technology-led Connected TV offering in India. Xiaomi has created a trusted smart TV ecosystem that plays an important role in the evolving Connected TV landscape in India.
Together with Xiaomi PatchWall and SuperCTV, we aim to enable premium brand experiences that are thoughtfully integrated into the television environment, designed for the large screen and valuable to advertisers.
Ventes will bring its advertising technology capabilities, agency relationships and market execution expertise to the partnership, while leading advertiser and agency engagement in India. Our objective is to build a scalable Connected TV proposition that balances viewer experience, technology, brand safety and measurable advertiser value.”
Yan Han, Head of Overseas TV Internet Business, Xiaomi PatchWall, said, “Xiaomi PatchWall is committed to delivering a high-quality smart TV experience for users. As Connected TV consumption continues to grow, it is important that brand communication introduced within the platform remains premium, appropriate for the television environment and aligned with the overall home-screen experience.
Through this collaboration with SuperCTV and Ventes, we look forward to strengthening the technology and platform capabilities required to support high-quality brand experiences across the Xiaomi PatchWall ecosystem.”
Gavin Hou, General Manager, SuperCTV, added, “The growth of Connected TV in India is creating new opportunities for technology-led and premium brand engagement. Through this partnership, SuperCTV will work closely with Xiaomi PatchWall and Ventes to build the platform integrations and technical capabilities required to deliver scalable and high-quality Connected TV advertising experiences.
Our focus will be on developing an ecosystem that maintains platform quality while enabling brands to engage audiences through formats designed specifically for the television screen.”
