TV9 Network and Amagi Expand Partnership to Manage End-to-End CTV and Digital Operations

TV9 Network and Amagi Expand Partnership to Manage End-to-End CTV and Digital Operations​

Amagi Media Labs Limited has announced a significant expansion of its partnership with TV9 Network, extending the relationship to cover the network’s entire Connected TV (CTV) and digital media workflow. The collaboration aims to consolidate feed management, distribution partnerships, and monetization for TV9 as it scales across various CTV platforms in India and beyond.

Amagi, a cloud-native SaaS platform serving the global media industry, will now manage TV9’s live feeds and handle distribution on all Connected TV platforms. This expansion builds upon their existing multi-year engagement, which initially supported TV9's entry into the CTV and FAST (Free-to-air Streaming Television) ecosystems.

First Broadcaster to Use AdFlow Orchestrator​

A major element of this expanded engagement is that TV9 has become the first broadcaster in India to utilize Amagi’s AdFlow Orchestrator. This solution is built on the Placement Opportunity Information Service (POIS) standard, designed specifically to align long-form broadcast ad breaks with the shorter, structured break requirements common across FAST and CTV platforms.

Since implementing this technology, TV9 has reported positive improvements in viewership retention, growth in time spent, and expanded monetization opportunities across its channels.

Operational Benefits and Future Focus​

The partnership provides TV9 with a unified operational and commercial framework as it drives its presence across connected television.

Jay Ganesan, SVP-Sales (APAC) at Amagi, stated that the expansion "reflects the depth of trust" placed in Amagi by TV9 to manage the full scope of their CTV/Digital operations. He added that being the first broadcaster in India to adopt the POIS-based solution signals "where the market is heading," and Amagi is proud to be the technology partner helping lead this shift.

Hemant Sajnani, CTO-Digital at TV9 Network, emphasized the impact of the ad orchestration solution on viewer experience. He noted that using Amagi’s POIS-based system allows us to keep viewers engaged during commercial breaks by serving relevant filler content instead of blank or repetitive screens, which is expected to increase session duration and unlock new revenue streams.

Company Background​

Amagi Media Labs Limited: Founded in 2008, Amagi is a cloud-native SaaS platform that enables media companies to launch, manage, distribute, and monetize live, linear, and on-demand content across cable, OTT, and FAST platforms without needing traditional broadcast infrastructure. The company manages over 9,000 channel deliveries across more than 300 distributors in over 40 countries.

TV9 Network: TV9 Network is one of India's leading news networks, promoted by Associated Broadcasting Company Pvt Ltd (ABCL). The network owns and operates national Hindi news channel TV9 Bharatvarsh, along with regional channels including TV9 Telugu, TV9 Kannada, TV9 Marathi, TV9 Gujarati, and TV9 Bangla. It also runs the digital English news proposition, News9.

AMAGI Stock Price Movement​

Amagi Media Labs Limited shares are edging higher at 3:16 PM, gaining 2.32% in live trading to reach ₹662.8. The stock is seeing heavy momentum, with over 793,805 shares accounted for as of this update.