connected-tv
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
With a reimagined mobile and Connected TV experience, five distinct entertainment universes, an ambitious English slate and a revamped Free 5, Zee 5 is making a larger play for the Indian household
e4m Staff Sep 10, 2026 11:41 AM
Industry body discussions flag a future where FAST expands FTA universe while pay-TV & subscription channels migrate to open-internet CTV
Imran Fazal Sep 8, 2026 9:31 AM
At Rs 150 per 10 seconds, the prescribed CTV video rate is more than twice the Rs 70 rate applicable to mobile and desktop video
e4m Staff Aug 31, 2026 9:50 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
The investment question is becoming more difficult because the television market itself faces structural pressure
Imran Fazal Aug 27, 2026 9:25 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
Following Thursday's high-level govt meeting on the prolonged ratings impasse, the industry is yet to receive any fresh direction from the ministry
Imran Fazal Aug 21, 2026 9:10 AM
Guest Column: Ravalnath Joshi, Business Head of Aidem Ventures, makes the case for Free Ad-Supported Television as regional broadcasters’ fastest route to a new, addressable revenue line
Ravalnath Joshi Aug 20, 2026 1:08 PM
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
e4m had first reported that the Ministry was inclined to allow BARC to resume ratings while the formal renewal process continued
e4m Staff Jul 31, 2026 1:53 PM
The clarification comes amid growing uncertainty in the broadcasting industry following the suspension of television ratings after the rollout of the new policy
Imran Fazal Jul 24, 2026 2:21 PM
Some executives also raised concerns over the reliability of broadcaster disclosures, which form a key part of the compliance framework
Imran Fazal Jul 24, 2026 1:58 PM
Prior to WPP, Shekhar Sharma held leadership positions at The Times of India and India Today
e4m Staff Jul 21, 2026 10:24 AM
The analysis was based on commercial advertising aired during breaks in live matches across seven linear television channels and four CTV language feeds
Chief Growth and Marketing Officer for India & Emerging Markets moves on, marking the end of a five-year stint with the adtech company
Marketers and brand leaders are unanimous that TV measurement needs to go beyond traditional reach, frequency metrics by combining cross-media audience measurement with richer content intelligence
Shantanu David Jul 3, 2026 8:57 AM
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
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
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 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
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, Ashwin Padmanabhan, COO, WPP Media, will share insights on the topic, 'The Budget Is Ready. But Where Do You Bet? A Leader's Unfiltered Take on CTV'
e4m Desk Jun 10, 2026 12:44 PM
At the fourth edition of the conference, the panellists will share key insights on the topic 'AI-Powered Live CTV & Programmatic: Where Scale, Precision & Predictive Growth Converge'
Raghav Anand, MD, Partner & Leader for Media & Entertainment at EY-Partheno, will share insights on the topic ‘The Living Room is Now a Performance Engine: Reinventing TV in the Age of CTV’
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'
VN Chalasani will share key insights on the topic ‘The CEO Talk: Winning in Bharat: What It Really Takes to Build for India Beyond the Metros’
The 4th edition of the conference is set to take place in Mumbai on June 11
e4m Desk May 29, 2026 10:15 AM
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
Ultra-low production costs, AI-led workflows and mobile-first storytelling are turning microdramas into one of the biggest disruptions to India’s streaming economy since OTT itself
Kanchan Srivastava May 15, 2026 8:57 AM
Priya Choudhary, Director, Business Solutions & Insights, Google India, speaks with Shripad Kulkarni on the non-linear consumer reshaping rules, why every comm. must earn its place with a clear job
Shripad Kulkarni May 14, 2026 9:07 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
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
The solution integrates BARC’s linear television data with Nielsen’s digital measurement capabilities across connected TV, mobile and desktop
e4m Staff Mar 24, 2026 1:14 PM
Brands now have a larger creative window to deliver complete brand narratives in an environment where viewers are typically watching longer-form content
e4m Staff Mar 12, 2026 3:42 PM