linear
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
TAM Sports data shows that ads shorter than 10 seconds accounted for 50% of ad insertions on linear TV
e4m Staff Jun 18, 2026 1:47 PM
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
Broadcasters also criticized proposals around cross-holding restrictions, claiming they could force media companies to dilute ownership in their own streaming businesses
Imran Fazal May 19, 2026 8:28 AM
Marketing veteran Shubhranshu Singh writes that connected TV and FAST channels are not replacing television but reviving its core habits—shared, scheduled, advertiser-funded viewing
Shubhranshu Singh May 18, 2026 8:15 PM
Laxmi Shetty, ex Head of Sales, Broadcast & Digital, ZEEL, speaks with Shripad Kulkarni on how insights, cultural depth, technology are architecture of linear TV’s lead, & foundation of its second act
Shripad Kulkarni May 5, 2026 8:34 AM
Higher CTV viewership, fewer brands on TV and rising digital traction signal a shift in how India’s biggest media property is being bought and consumed, early data trends suggest
Kanchan Srivastava Apr 29, 2026 8:09 AM
What began as a simple convenience feature- early access for digital users- has evolved into a clear signal of how India’s television ecosystem is being recalibrated in the current ratings environment
Aditi Gupta Apr 23, 2026 8:09 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
Nambiar will now spearhead the network’s linear sales operations across markets, while also taking charge of the collections vertical
e4m Staff Mar 27, 2026 1:10 PM
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
Advertisers and rights holders now require credible intelligence that captures brand presence across the evolving media landscape, said the company
e4m Staff Mar 11, 2026 5:07 PM
Media expert Valentina Kulikova explains how television is evolving amid internet competition, AI disruption, and the science of creating hits
Margarita Doroshevich Jan 21, 2026 11:01 AM
As 2025 draws to a close, India’s broadcast and TV distribution industry flags growing policy paralysis at a time when linear TV faces economic pressure and platform disruption
Tasmayee Laha Roy Dec 26, 2025 9:02 AM
CTV home screen takeovers range from Rs 12L-Rs 30L for a day; Advertisers get premium front-door visibility along with trackable impressions and actions
Aditi Gupta Nov 24, 2025 8:50 AM
According to Media Partners Asia’s latest Asia Video Content Dynamics 2025 report, Asia’s content spend is expected to dip 2% in 2025
e4m Staff Sep 12, 2025 10:02 PM
Driving this momentum is the rise of ad-supported and hybrid models, which are steadily expanding the reach of both CTV and OTT platforms
Aditi Gupta Aug 19, 2025 8:44 AM
The Kantar Media Compass also reveals that 23% of Indians are digital-only users and do not watch Linear TV
e4m Staff Jun 17, 2025 11:56 AM
Neuroanalytical studies commissioned by ZEEL with 5th Dimension showcase over 15% higher engagement level amongst consumers while viewing advertisements on Linear TV compared to social platforms
Retail media spending in India is set to grow at 25% CAGR, to an audience that is expected to reach close to 60 million CTV households by the end of this calendar year
Shantanu David Mar 4, 2025 9:12 AM
Shashi Sinha, CEO of IPG Mediabrands India said at the recent e4m Confluence that the introduction of a premium panel to track high-value households will provide a better view of premium audiences
e4m Staff Nov 13, 2024 1:47 PM
But there is hope for pay TV as India still has 125 million TV-dark homes, Sanjiv Shankar, Joint Secretary, Broadcast, MIB, told e4m
Aditi Gupta Apr 29, 2024 8:40 AM
The service will offer built-in OTT services along with linear TV subscriptions to all its customers
e4m Staff Apr 22, 2024 2:58 PM
Cable TV operators are crying for help to survive the storm of OTT and hike in channel prices after the implementation of NTO 3.0
Aditi Gupta Mar 29, 2024 8:49 AM
While there is no filtration on OTT, linear TV has blanket censorship, and so, some kind of balancing act is needed, say experts
Aditi Gupta Nov 17, 2023 8:52 AM
At the e4m NewsNext Summit, industry leaders came together to deliberate on the alternate revenue streams for news channels
exchange4media Staff Aug 28, 2023 2:44 PM
During a panel discussion, experts discussed how linear TV remains a potent asset for new and emerging D2C brands
NATIVE CONTENT Jul 28, 2023 6:52 PM
At the e4m D2C Revolution Summit 2023, a group of industry heads spoke about ‘Inherent Trust on the Big Screen in Brand Building’
exchange4media Staff Jul 20, 2023 8:40 AM
In digital, Aaj Tak saw a reach of 145.95 million individuals in December 2022
exchange4media Staff Feb 25, 2023 4:11 PM
Harsh Deep Chhabra, Senior Vice President, Mindshare Fulcrum shared key trends about performance marketing on TV at a summit hosted by GroupM's Finecast
exchange4media Staff Dec 8, 2022 8:26 AM
Krishnan, Whisper Media CEO and Director in India, outlines that the biggest challenge right now is to get more marketers to realise the value of ICA in advertising
Mansi Sharma Mar 9, 2022 8:36 AM
TDSAT, meanwhile, has adjourned the hearing in the case to March 3
Javed Farooqui Jan 25, 2022 8:31 AM
Linear Squared has a cloud and AI-based demand planning and forecasting platform
exchange4media Staff Jan 6, 2022 8:21 PM
The video streaming application also plans to onboard several brands as reward partners
exchange4media Staff Nov 13, 2020 1:49 PM
The GTPL Hathway Chief Strategy Officer and Business Head (Cable TV) on the service provider coming up with a hybrid STB that will offer linear as well as OTT content
Javed Farooqui Nov 11, 2020 8:52 AM