Amagi Media Labs has expanded its strategic alliance with TV9 Network to manage the broadcaster's entire Connected TV (CTV) and digital media workflow, including live feed management, distribution partnerships, and monetization. Announced on August 11, 2026, the agreement positions Amagi as the comprehensive operational partner for TV9's digital infrastructure, consolidating previously fragmented processes under a single unified platform.

A pivotal component of this expansion is TV9 Network becoming the first broadcaster in India to go live with Amagi's AdFlow Orchestrator. Built on the Placement Opportunity Information Service (POIS) standard, this solution aligns long-form broadcast ad breaks with the shorter, structured breaks required by FAST and CTV platforms. By replacing blank or repetitive screens with relevant filler content during commercial breaks, the technology aims to enhance viewer engagement and session duration.

Operational Impact and Performance Gains

Since deploying the AdFlow Orchestrator, TV9 Network has reported measurable improvements across key performance indicators. The integration has driven gains in viewership retention, increased time spent on platforms, and expanded monetization opportunities through higher ad impressions. This shift allows TV9 to maintain viewer stickiness while unlocking new revenue streams in the competitive CTV landscape.

Strategic Context for Indian Broadcasters

The expanded collaboration highlights a broader trend among Indian domestic networks accelerating their shift toward cloud-native operations and CTV-led monetization models. Jay Ganesan, SVP-Sales (APAC) at Amagi, noted that bringing feed management, distribution, and monetization under one roof provides TV9 with a simpler, more efficient way to scale across platforms where audiences are increasingly located.

Hemant Sajnani, CTO-Digital at TV9 Network, emphasized that the POIS-based solution enables a seamless viewing experience by serving relevant content during ad breaks. This approach not only improves session duration but also creates additional opportunities for monetization, reinforcing Amagi's role as a trusted long-term technology partner for TV9's digital transformation.

What the Numbers Show

While specific revenue figures were not disclosed, the qualitative shift from fragmented operations to a unified workflow suggests improved operational efficiency. The focus on "time spent" and "viewer stickiness" indicates that TV9 is prioritizing engagement metrics as primary drivers for future ad inventory value, moving beyond simple reach metrics to deeper audience interaction models enabled by Amagi's cloud-native SaaS platform.

Amagi Media Labs has appointed Martin Wacker as Head of Sales for DACH (Germany, Austria, Switzerland) and CEE (Central and Eastern Europe), a move designed to accelerate the company’s expansion in one of Europe’s most influential media markets. The appointment was announced on July 29, 2026, with Wacker based in Hamburg to lead regional growth strategies for Amagi’s cloud-native broadcast, FAST (Free Ad-supported Streaming TV), and AI-driven operations.

The disclosure was made pursuant to Regulation 30 read with Schedule III of the SEBI (Listing Obligations and Disclosure Requirements) Regulations, 2015. The press release was submitted to BSE Limited and the National Stock Exchange of India Limited on July 29, 2026.

Strategic Focus on German Market

Germany represents a cornerstone of the European broadcast ecosystem, characterized by a population of approximately 84 million and a uniquely complex dual broadcasting system that combines strong public infrastructure with major commercial players. As broadcasters and streaming platforms in the region accelerate their transition toward IP-based distribution and AI-driven media workflows, Amagi is expanding its regional leadership to meet growing demand for scalable, cloud-native solutions.

Wacker will focus on expanding Amagi’s footprint among broadcasters, OTT platforms, and content owners. His mandate includes helping these entities modernize operations, scale distribution, and unlock new monetization opportunities across connected TV environments.

Leadership Profile

Martin Wacker brings over two decades of leadership experience across media, broadcast, and digital technology. His career includes senior roles at leading German broadcasters RTL and Kabel1, as well as positions within film, post-production companies, advertising agencies, and marketing technology providers.

In addition to his corporate experience, Wacker has an entrepreneurial background, having founded three companies and successfully guided two startups into the European market. His expertise spans international business development, digital transformation, and the creation of scalable organizations.

Emma Whitmore, SVP-Sales EMEA at Amagi, stated that Germany is a strategically critical market given its leadership in European broadcasting and adoption of cloud-native technologies. She cited Wacker’s deep industry expertise and strong relationships across the German media ecosystem as key factors in his selection.

What This Means for Expansion

Wacker’s appointment underscores Amagi’s continued investment in Europe as part of its global expansion strategy. The company aims to enable media companies to transition from legacy infrastructure to scalable, cloud-native ecosystems.

Amagi currently manages over 9,000 channel deliveries across more than 300 distributors in over 40 countries. With this new hire, the company seeks to strengthen its position in the DACH region, where broadcasters are increasingly adopting FAST and cloud-native playout technologies. Wacker emphasized that the region’s landscape is evolving rapidly, positioning Amagi’s platform to support this shift through efficient scaling and innovation.