Amagi Media Labs Limited announced that NDTV has adopted its AdFlow Orchestrator solution to enhance advertising performance on Free Ad-supported Streaming TV (FAST) and Connected TV (CTV) platforms. This adoption aims to resolve viewer drop-off issues caused by long linear ad breaks, thereby unlocking new monetization opportunities for the broadcaster.

The disclosure was made via a press release dated October 22, 2026, filed with the BSE and National Stock Exchange of India under Regulation 30 of the SEBI (Listing Obligations and Disclosure Requirements) Regulations, 2015. The move highlights the growing need for broadcasters to adapt traditional linear workflows for digital streaming environments.

Addressing Linear vs. Streaming Ad Dynamics

Indian news broadcasters like NDTV typically carry commercial breaks ranging from 15 to 18 minutes per hour-segment in their linear feeds. These long, uninterrupted breaks often conflict with FAST and CTV platform requirements, leading to weaker viewing experiences and missed revenue. Standard linear ad structures do not translate effectively to streaming platforms, which have specific ad load limits and user experience standards.

Amagi’s AdFlow Orchestrator automatically conditions and restructures SCTE-35 ad markers for each distribution partner. By aligning broadcast signals with streaming platform specifications, the system ensures every ad opportunity is valid and optimized for maximum yield. The solution breaks down long ad breaks into shorter, platform-specific segments without requiring NDTV to re-edit or separately produce its feeds.

Key Operational Enhancements

The engagement includes several custom capabilities designed to improve the on-air experience:

• Automatic restructuring of long ad breaks into shorter segments.
• Enhanced editorial control over content and playback timing.
• Improved variety across promotional content.
• Visibility tools providing insights into system performance.
• On-air transitions around ad and interstitial content.

Strategic Implications for Broadcasters

This partnership underscores a broader industry trend where traditional broadcasters are leveraging technology to bridge the gap between linear TV operations and digital streaming demands. By automating the adaptation of ad markers, broadcasters can maintain their existing workflows while maximizing revenue from newer distribution channels.

Gautam Shelar, Director of Growth & Digital Strategy at NDTV, noted that the solution allows them to adapt advertising for streaming audiences without reworking feeds or workflows. Jay Ganesan, SVP-Sales APAC at Amagi, emphasized that the platform helps broadcasters bring advertising into the FAST era without disrupting current operations.

What the Numbers Show

While specific financial figures for this deal are not disclosed, the operational metrics highlight a clear efficiency gain: reducing ad break lengths from 15 to 18 minutes to shorter, compliant segments directly addresses the primary cause of viewer churn on FAST platforms. This structural change is designed to improve ad fill rates, suggesting a potential uplift in effective CPMs by ensuring higher inventory validity and reachability.

Amagi Media Labs Ltd saw its institutional ownership increase as SBI Mutual Fund acquired 3,14,549 shares on October 5, 2026. This transaction pushed the fund's total holding in the company to 9.65% of the paid-up share capital.

The acquisition was executed through a market purchase, bringing the total number of shares held by SBI Mutual Fund under its various schemes to 2,12,45,889. Prior to this latest move, the fund’s holding stood at 9.51%, representing 2,09,31,340 shares.

Regulatory Disclosure Details

The change in shareholding was reported under Regulation 29(2) of the SEBI (Substantial Acquisition of Shares and Takeovers) Regulations, 2011. The disclosure letter, dated October 6, 2026, was addressed to the Company Secretary and Compliance Officer of Amagi Media Labs. It noted that the holding increased by more than 2% from the previous disclosure made on March 13, 2026, where the reported holding was 7.65%.

Shareholding Breakdown

The following table details the changes in SBI Mutual Fund's position before and after the acquisition:

Capital Structure Context

Amagi Media Labs has an equity share capital of ₹110.08 crore, consisting of 22,01,53,202 equity shares with a face value of ₹5 each. The total voting capital remained unchanged following the transaction, as the acquisition involved existing shares rather than new issuance.

What the Numbers Show

SBI Mutual Fund’s stake has climbed steadily, moving from 7.65% in March 2026 to 9.65% in October 2026. This accumulation reflects a sustained institutional interest, with the fund crossing the 9% threshold through incremental market purchases rather than a single large block deal.