NDTV has deployed Amagi's AdFlow Orchestrator to automate the restructuring of linear SCTE-35 ad markers for FAST and CTV distribution. The tool enables the broadcaster to segment long commercial breaks into platform-specific formats without requiring manual feed re-editing, aiming to improve ad fill rates and viewer engagement.
This deployment addresses a critical friction point for traditional broadcasters entering the FAST space: the incompatibility of long-form linear ad loads with digital viewing habits. By automating the restructuring of SCTE-35 markers, NDTV can maintain a single production workflow while optimizing monetization for platforms that demand higher frequency, shorter duration breaks. This move signals a broader industry shift toward server-side orchestration tools that bridge the gap between legacy broadcast infrastructure and dynamic ad insertion requirements. As more regional broadcasters migrate to global FAST platforms, watch for whether these automated segmentation tools can maintain high fill rates without increasing technical churn during ad transitions.
NDTV has implemented the Amagi AdFlow Orchestrator to automate the restructuring of linear SCTE-35 ad markers for FAST distribution. By breaking down long 18-minute hourly ad blocks into shorter, platform-specific segments, the broadcaster aims to reduce viewer drop-off and improve ad fill rates across Connected TV services without manual re-editing.
The deployment automates the restructuring of linear SCTE-35 ad markers, allowing NDTV to convert long broadcast ad breaks into shorter, platform-specific segments suitable for FAST and Connected TV environments.
NDTV adopted the tool to address viewer drop-off caused by long, 18-minute hourly commercial blocks, which are incompatible with digital viewing habits and lead to poor engagement.
No, the AdFlow Orchestrator conditions linear signals for streaming automatically, eliminating the need for manual re-editing of broadcast feeds.
It enables broadcasters to maintain a single production workflow while optimizing monetization through higher frequency, shorter duration ad breaks that align with digital platform requirements.
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