NDTV deploys Amagi AdFlow Orchestrator to automate FAST ad breaks
NDTV has deployed Amagi's AdFlow Orchestrator to automate the restructuring of linear ad markers for FAST and CTV distribution. The technology enables the broadcaster to convert long-form linear commercial breaks into platform-specific ad segments without requiring manual feed re-editing.
Key Takeaways
- Automates SCTE-35 ad marker conditioning to align broadcast signals with specific streaming platform requirements.
- Addresses viewer drop-off by breaking up long-form linear commercial blocks that typically run 15 to 18 minutes per hour.
- Provides editorial control over on-air transitions and promotional content variety through a centralized cloud interface.
- Eliminates the need for NDTV to produce separate, manually edited feeds for different FAST distribution partners.
Why It Matters
This deployment addresses a critical friction point for international broadcasters moving into the FAST space: the incompatibility of traditional high-density ad loads with streaming viewer expectations. By automating the transition from 18-minute linear blocks to shorter digital segments, NDTV protects engagement while maximizing inventory yield across fragmented CTV platforms. For the broader ecosystem, this highlights a shift toward server-side orchestration tools that reduce the operational overhead of multi-platform distribution. Watch for whether other major Indian news broadcasters adopt similar automation to capture growing global FAST revenue without increasing headcount for feed management.
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In short
NDTV has integrated the Amagi AdFlow Orchestrator to automatically convert long-form broadcast commercial breaks into shorter, platform-specific segments for FAST and Connected TV. This technology eliminates manual re-editing, allowing the broadcaster to align traditional ad loads with streaming viewer expectations while maintaining editorial control and maximizing inventory yield across multiple platforms.
FAQ
What is the purpose of the Amagi AdFlow Orchestrator for NDTV?
It automates the restructuring of linear ad markers, converting long 15-to-18-minute broadcast commercial breaks into shorter, platform-specific segments optimized for FAST and Connected TV environments.
Does NDTV still need to manually edit feeds for different platforms?
No, the deployment of Amagi AdFlow Orchestrator eliminates the need for NDTV to produce separate, manually edited feeds for different FAST distribution partners.
How does this technology affect viewer engagement?
By breaking up long-form linear commercial blocks, the technology addresses viewer drop-off and aligns broadcast signals with streaming viewer expectations, helping to protect engagement.
What does this mean for the broader broadcasting ecosystem?
It highlights a shift toward server-side orchestration tools that reduce operational overhead for multi-platform distribution, potentially encouraging other broadcasters to adopt similar automation to capture global FAST revenue.
Read full article at streamingmedia.com
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