NDTV adopts Amagi technology to adapt ad breaks for FAST
October 23, 2026 12.13 Europe/London By Julian Clover


NDTV has deployed Amagi’s AdFlow Orchestrator to adapt advertising breaks on its linear channels for FAST and connected TV distribution.

The system restructures SCTE-35 advertising markers to meet individual distribution partners’ requirements, dividing long breaks into shorter segments without requiring NDTV to re-edit or produce separate streaming feeds.

The companies said lengthy commercial breaks can lead to viewers leaving and create difficulties on platforms with their own advertising limits. The deployment is intended to improve ad fill rates and the viewing experience, although no performance figures were disclosed.

“Our linear ad breaks weren’t built with FAST and connected TV viewers in mind, and we were seeing the impact on engagement,” said Gautam Shelar, Director of Growth and Digital Strategy at NDTV.

“The Amagi AdFlow Orchestrator has let us adapt our advertising for streaming audiences without reworking our feeds or our workflow.”

As part of the deployment, Amagi added features covering transitions around advertising and interstitial content, editorial control over scheduling, greater variety in promotional material and monitoring of on-air performance.

Shelar said the additional editorial controls and operational visibility were developed in response to feedback from NDTV’s team.

Jay Ganesan, SVP Sales, APAC at Amagi, said the project was designed to help broadcasters adapt advertising for FAST distribution without disrupting existing operations.

The agreement builds on the companies’ existing relationship as NDTV develops its advertising approach for streaming audiences.