ctv
With CTV and premium content moving to larger screens, brands are rethinking the hero film. Marketers and agency heads on why length is back in play
Aryendra Khan Oct 1, 2026 9:16 AM
At Pitch BFSI Summit 2026, Samsung Ads’ GM & Head of Revenue made the case for CTV as the new home of brand trust, unveiling AI-led ad formats still in beta testing
e4m Staff Sep 30, 2026 2:57 PM
A broadcaster advocating regulation of FAST and ALTD said piracy and territorial restrictions would require particular attention under any proposed framework
Imran Fazal Sep 29, 2026 8:54 AM
With Connected TV emerging as a major viewing and advertising screen, the next tender could see BCCI explore more granular packages, say industry sources
Kanchan Srivastava Sep 28, 2026 9:16 AM
At Pitch BFSI Summit, Russhabh R Thakkar, Founder and CEO of Frodoh, explored the shifts in the CTV ecosystem
e4m Staff Sep 25, 2026 11:28 AM
DTH operators’ aggressive CTV and FAST push threatens cable’s traditional distribution role, intensifying regulatory concerns and competition for subscribers, content and advertising revenues
Imran Fazal Sep 24, 2026 9:28 AM
For Tata Play and Sun Direct, a CTV proposition could integrate linear TV, OTT and other internet-based entertainment into a more unified viewing experience
e4m Staff Sep 23, 2026 9:07 AM
Strong consumption, rising advertiser interest and the enduring pull of Tamil-language content are prompting both national and home-grown brands
Imran Fazal Sep 21, 2026 9:42 AM
Its decision to seek a licence now indicates that TAM is looking to play a more direct role in the ratings ecosystem under the new framework
e4m Staff Sep 10, 2026 9:35 PM
As television distribution shifts from satellite, cable and DTH to IP-based CTV and FAST, TRAI’s carriage-centric regulation could gradually lose relevance while content regulation gains prominence
Imran Fazal Sep 10, 2026 9:20 AM
CTV’s rapid growth is intensifying concerns that heavier, poorly placed and repetitive advertising could erode the very viewer attention advertisers are paying for
Shantanu David Aug 31, 2026 9:09 AM
For the creator economy, this could broaden the pool of advertisers willing to experiment with influencer-led CTV programming
Imran Fazal Aug 28, 2026 9:06 AM
For regional and MSME advertisers, the combination of a large-screen environment and local targeting is particularly attractive
Imran Fazal Aug 24, 2026 9:00 AM
The meeting, attended by I&B Secretary and senior government officials, discussed at length the outstanding issues surrounding BARC's compliance with the TRP 2026 policy
Imran Fazal Aug 20, 2026 3:28 PM
In an interaction with e4m, Gill, Trade Desk’s VP, India and SEA, talks about SMBs entering CTV advertising, the rise of FAST channels, changing Gen Z viewing habits and the outlook for CTV ad rates
Imran Fazal Aug 20, 2026 8:09 AM
Kumar said advertisers also need to recognise that CTV, despite being consumed on a large screen, has multiple utilities
Imran Fazal Aug 19, 2026 6:27 PM
The report identifies household-level identity as one of the key building blocks for the next phase of CTV planning
e4m Staff Aug 19, 2026 6:05 PM
The report, The Connected TV Era: India’s New Prime Time, finds that one-third of CTV viewers are already aware of FAST, while one in five is watching it
e4m Staff Aug 19, 2026 5:45 PM
FAST viewers also spend more time on CTV overall, averaging 3.4 hours a day compared with 2.9 hours across the entire CTV audience
e4m Staff Aug 19, 2026 5:33 PM
While traditional television continued to command substantial advertiser interest, Connected TV emerged as the more diversified advertising platform during the tournament
As streaming platforms use artificial intelligence to describe, classify and recommend entertainment, inaccurate metadata may be creating a new blind spot for connected television advertisers
Shantanu David Jul 24, 2026 9:15 AM
Prior to this, Avdhesh Kumar was National Sales Head - CTV and YouTube - Digital revenue monetisation
The study found that celebrity-endorsed advertisements accounted for 61% of total advertising volumes on Linear TV, compared with 49% on Connected TV
e4m Staff Jun 29, 2026 1:55 PM
As Connected TV scales beyond premium reach, advertisers are asking harder questions on frequency, transparency and business outcomes
Kanchan Srivastava Jun 29, 2026 8:48 AM
The launch highlights the general availability of Teads CTV Performance, bringing AI-driven, lower-funnel outcomes directly to the living room
e4m Staff Jun 23, 2026 3:41 PM
At the e4m CTV Conference 2026, Samsung Ads India’s Nishit Kanchan said CTV’s future extends beyond scale, driven by immersive viewing, first-party data, FAST platforms and changing consumer habits
e4m Staff Jun 23, 2026 3:02 PM
Introduced during IPL 2026, CTV Ad Pulse combines TAM's advertising monitoring capabilities with VTION's Connected TV audience measurement
e4m Staff Jun 23, 2026 7:59 AM
At e4m CTV Conference, Russhabh R. Thakkar, Founder and CEO of Frodoh, spoke on the growing disconnect between audience consumption patterns and advertising investments
e4m Staff Jun 18, 2026 7:04 PM
At e4m Connected TV Conference 2026, Huella Co-Founder Mayura Nayak outlined how changing viewing habits, second-screen behaviour and interactive formats are pushing CTV towards measurable engagement
e4m Staff Jun 15, 2026 1:39 PM
CTV is a strong attention driver, but marketers question its ability to deliver measurable business outcomes as gaps in attribution and execution persist, leaving it between promise and proof
e4m Staff Jun 15, 2026 11:27 AM
At e4m CTV Conference 2026, marketers argued that CTV's true value lies not in reach numbers, but in its ability to command attention, build trust, and translate into measurable business outcomes
e4m Staff Jun 13, 2026 8:34 AM
FIFA 2026, Zee5, and the moment India's CTV story stops being a conversation and starts being history
e4m Staff Jun 12, 2026 5:45 PM
At the e4m CTV Conference 2026 in Mumbai, Ashwin Padmanabhan, COO, WPP Media, delved into the evolution of connected television, how we need to approach CTV differently and more
e4m Staff Jun 12, 2026 9:41 AM
At e4m Connected TV Conference, Publicis Media’s South Asia CEO Lalatendu Das said CTV’s real opportunity lies in combining data, commerce and AI
e4m Staff Jun 12, 2026 9:20 AM
At the e4m CTV Conference 2026, Kedar Ravangave, Head of Marketing at Kotak Mahindra Bank, noted that although algorithms influence what audiences watch, content continues to drive engagement
e4m Staff Jun 12, 2026 9:12 AM
At e4m Connected TV Conference 2026, the Senior VP and Business Head of Reliance Retail, made a compelling case for treating CTV not as a media novelty, but as a strategic brand-building engine
e4m Staff Jun 11, 2026 6:25 PM
From gaming hubs and retail media to IoT homes and creator studios, EY-Parthenon's Raghav Anand laid out why the television screen is rapidly becoming the most powerful commercial real estate in India
e4m Staff Jun 11, 2026 4:15 PM
During a fireside chat, Lalatendu Panda, Senior VP and Business Head, Quick Commerce, Reliance Retail will share latest trends, growing convergence of CTV & quick commerce and more
At the fourth edition of the conference, the panellists will share key insights on the topic ‘From Impressions to Impact: The CMO’s CTV Playbook'
Kedar Ravangave, Head of Marketing, Kotak Mahindra Bank, will share insights on the topic 'The Algorithm Owns the Screen: How AI is Rewriting the Rules of Television and Streaming'
A new study finds that the market's content intelligence gap actively suppresses budget confidence at every stage of the planning and trading cycle
Anuja Jain May 29, 2026 8:02 AM
Puneet Avasthi, Director, Kantar, speaks with Shripad Kulkarni on Media Compass — India’s first unified currency across traditional and digital media — and what it reveals about Indian media landscape
Shripad Kulkarni May 26, 2026 7:57 AM
The CNBC-TV18 report claimed a proposal for a tax or cess on international travel was being discussed at the ‘highest levels’ of government
e4m Staff May 16, 2026 11:21 AM
With 49% of households co-viewing daily and brand recall rising 74% in shared contexts, marketers can no longer afford to plan for the solo viewer
Anuja Jain May 4, 2026 8:12 AM
As Connected TV scales rapidly, marketers are shifting from chasing reach to rebuilding control in a fragmented, data-rich ecosystem, note industry observers
Anuja Jain Apr 24, 2026 9:09 AM
Data from TAM Sports indicate that streaming and broadcast are no longer competing mediums but complementary pillars
Imran Fazal Apr 21, 2026 7:28 PM
While a section of experts say CTV opens up the possibility of granular targeting, others point out that much of the consumption in smaller markets is still skewed towards free, ad-supported platforms
Aditi Gupta Apr 10, 2026 9:12 AM
Ad rates remain largely the same in the ongoing IPL season compared to last, media planners say. The larger revenue play lies in sponsorships, with premium partnerships in the ₹100–260 crore range
Kanchan Srivastava Apr 1, 2026 8:45 AM
Non-skippable formats on CTV allow advertisers to drive brand building through immersive options; combination of reach and digital precision is a big pull, say industry heads
Anuja Jain Mar 31, 2026 8:52 AM