Media cloud platform Amagi Media Labs has expanded its strategic partnership with TV9 Network to manage the broadcaster’s end-to-end Connected TV and digital media workflows. Under the agreement, Amagi handles live feed operations, CTV distribution, and monetization, while deploying its POIS-compliant AdFlow Orchestrator across TV9’s streaming channels.
BENGALURU, India — Media technology provider Amagi Media Labs announced an expanded strategic alliance with news broadcasting group TV9 Network to manage the broadcaster’s end-to-end Connected TV (CTV) and digital operations. Under the agreement finalized on August 11, 2026, Amagi Media Labs will manage TV9 Network's live feeds, handle distribution partnerships across Connected TV platforms, and oversee monetization systems across the network’s digital broadcast channels. The deal marks a major consolidation of TV9 Network’s digital infrastructure under a single operational platform as linear broadcasters accelerate their streaming transition to reach cord-cutting audiences across domestic and international markets.
Comprehensive Digital and Connected TV Playout Management
Under the expanded partnership scope, Amagi Media Labs takes operational responsibility for TV9 Network’s live news feeds, cloud playout workflows, and FAST (Free Ad-Supported Streaming TV) distribution channels. By migrating fragmented delivery pipelines into a unified cloud architecture, the news broadcaster aims to streamline broadcast distribution across major CTV platforms, smart TV operating systems, and mobile applications.
The expanded engagement builds upon a multi-year technology collaboration during which Amagi Media Labs assisted TV9 Network in launching its initial FAST channels and digital streaming footprint. Transitioning to an end-to-end managed service model allows the news network to optimize content ingestion, channel scheduling, and dynamic ad insertion while maintaining continuous transmission standards required for live multi-language news broadcasting.
Deployment of POIS-Based AdFlow Orchestrator Technology
A central technical milestone of the partnership involves TV9 Network becoming the first news broadcaster in India to go live with the proprietary AdFlow Orchestrator from Amagi Media Labs. Built on the Placement Opportunity Information Service (POIS) standard, the solution solves a persistent operational challenge in digital broadcasting by aligning traditional long-form linear television commercial breaks with the shorter, structured ad pods mandated by CTV and FAST environments.
Broadcast industry technical data indicates that traditional TV commercial breaks often leave unmatched time gaps when translated directly to digital streams, resulting in slate screens or repetitive placeholder advertisements. The POIS-compliant technology automated by Amagi Media Labs dynamically fills these break gaps with targeted filler content and contextually relevant ad creative, directly improving viewer retention and session duration across digital streaming applications.
Strategic Significance for India’s Digital Broadcasting Market
The collaboration reflects broader operational shifts across the Indian media and entertainment landscape as news networks shift capital focus toward connected devices. With smart TV adoption expanding rapidly across Tier-1 and Tier-2 Indian cities, news broadcasters require resilient cloud infrastructure capable of serving millions of concurrent viewers without incurring high localized server overheads.
For investors and industry analysts tracking cloud SaaS enterprises, the deal reinforces the market standing of Amagi Media Labs as a primary infrastructure vendor for linear-to-digital transformations. By integrating channel creation, global distribution, and programmatic ad insertion under a single service-level agreement, media companies reduce operational complexity while enhancing per-viewer monetization metrics.
Official Sources Section
All statements regarding corporate agreements, technology deployments, and operational metrics reflect official press announcements transmitted by Amagi Media Labs and regulatory disclosures registered under BSE Limited and the National Stock Exchange of India. Further corporate background, product specifications, and platform documentation are maintained on Amagi Media Labs and TV9 Network.
Quote Section
According to Jay Ganesan, Senior Vice President of Sales (APAC) at Amagi Media Labs, "TV9 has been a valued partner for over two years, and this expansion reflects the depth of trust they've placed in Amagi to run the full breadth of their CTV/Digital operations. By bringing feed management, CTV distribution, and monetization under a single, unified operation, we're able to give TV9 a simpler, more efficient way to scale across every platform their audiences are on."
Why It Matters
The expanded partnership provides TV9 Network viewers with seamless, higher-quality digital news streams across smart TVs and mobile applications without repetitive commercial breaks or technical transmission drops. For advertisers and media agencies, the deployment of unified CTV monetization tools by Amagi Media Labs unlocks addressable programmatic ad inventory across multi-language regional news broadcasts.
Key Facts at a Glance
Partnership Expansion: Amagi Media Labs assumes complete management of TV9 Network’s CTV, live feeds, distribution, and digital monetization.
Industry First: TV9 Network becomes India's first broadcaster to deploy Amagi's POIS-compliant AdFlow Orchestrator.
Technical Integration: Replaces static break slates with dynamic ad insertion and content alignment on CTV platforms.
Market Footprint: Consolidates multi-language regional news streams onto a unified cloud infrastructure platform.
Listed Entity Details: Financial disclosures filed under BSE Limited and National Stock Exchange of India (Ticker: AMAGI).
FAQ Section
Q1: What is the scope of the agreement between Amagi Media Labs and TV9 Network?
Amagi Media Labs will manage TV9 Network's live news feeds, Connected TV distribution partnerships, and digital dynamic ad insertion operations.
Q2: What technological innovation was introduced through this partnership?
TV9 Network deployed the POIS-based AdFlow Orchestrator from Amagi Media Labs, becoming the first Indian broadcaster to implement the solution to optimize ad breaks on FAST and CTV channels.
Q3: How does this development benefit news viewers on Connected TVs?
Viewers experience smoother transitions during ad breaks, higher stream reliability, and reduced screen slates or repetitive commercial loops.
Q4: How long have TV9 Network and Amagi Media Labs collaborated?
The two entities have partnered for over two years, initially focusing on TV9 Network's entry into FAST and streaming TV markets.
Q5: Where can financial and stock details for Amagi Media Labs be verified?
Corporate governance filings and market disclosures are available on BSE Limited, National Stock Exchange of India, and Amagi Media Labs.
Source: Official corporate statements from Amagi Media Labs, TV9 Network, BSE Limited, and National Stock Exchange of India.
