Executives from Prime Video, JioStar, Sony Pictures Networks India, and NDTV discussed the evolution of content strategy and measurement for connected TV (CTV) in India at the FICCI-Frames conference. The panel highlighted how CTV enables a shift toward targeted, addressable advertising while maintaining the large-screen, co-viewing experience traditional to television.
The shift toward connected TV in India represents a hybrid model where the scale of traditional broadcasting meets the precision of digital targeting. For platforms like Prime Video and JioStar, this necessitates a content pivot toward family-oriented programming that justifies the 'lean-back' experience while leveraging addressable advertising. As the attention economy matures, the ability to monetize niche content through CTV—as seen with NDTV’s specialized shows—challenges the traditional linear reliance on broad-reach programming. Watch for whether data-driven streaming models can successfully bridge the gap between infinite content choice and the communal viewing habits of the Indian market.
The growth of connected TV audience metrics is becoming a global standard for measuring engagement beyond traditional linear ratings. As these platforms scale, sports production costs are increasingly being optimized through remote and cloud-based workflows. Future growth in this sector is expected to be driven by social video and CTV ad spend as advertisers shift budgets toward high-engagement screens.
Executives at FICCI-Frames announced that Prime Video and JioStar are pivoting their India connected TV strategy to prioritize co-viewing content. This shift targets the nearly 200 million CTV viewers in India, moving away from individual-driven streaming to embrace the communal, lean-back experience of the large screen while leveraging digital addressable advertising.
They are shifting toward co-viewing content to better suit the lean-back, large-screen experience of connected TV, which now reaches nearly 200 million viewers in India.
NDTV is utilizing CTV to distribute niche programming, such as 'Lifeline' and 'Launchpad,' which were previously difficult to justify within traditional linear broadcast schedules.
According to JioStar and Sony Pictures Networks India, success on CTV is now measured by engagement and social trends rather than relying solely on traditional single-screen ratings.
It represents a hybrid model that combines the scale of traditional broadcasting with the precision of digital targeting, allowing platforms to monetize niche content more effectively.
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