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The government is trying to create a competitive ratings market while simultaneously making the ratings business more heavily regulated
Brands aren't abandoning TV and top channels are selling out, but without fresh GRPs, broadcasters are negotiating harder on rates, inventory and integrations as the festive quarter gets underway
Tasmayee Laha Roy Aug 25, 2026 8:38 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
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
The removal of the cap also creates a potential downside for advertisers: commercial clutter could dilute the impact of individual campaigns
Imran Fazal Aug 17, 2026 9:16 AM
Before joining Sun TV Network Limited, Samay Shah was with Enterr10 Television Pvt. Ltd.
e4m Staff Aug 17, 2026 8:11 AM
One of the key arguments underpinning the government's decision is the difference in regulatory treatment between television and digital media
Imran Fazal Aug 14, 2026 9:02 PM
The decision was communicated by I&B Minister Ashwini Vaishnaw to an NBF delegation that met him today, e4m has learnt
Imran Fazal Aug 14, 2026 5:44 PM
Guest Column: M Gautham Machaiah writes how regulatory reform collides with commercial reality in television’s most lucrative quarter
M. Gautham Machaiah Aug 12, 2026 1:50 PM
Exclusive TAM data accessed by e4m shows July 2026 recorded News TV's weakest advertising volumes in four years, with the genre's share of total TV advertising slipping to 9%
Kanchan Srivastava Aug 11, 2026 8:55 AM
Prior to Republic World, Nisha Sharma has worked with NDTV, TV Today Network, Zee Media, and Radio Today
e4m Staff Aug 8, 2026 12:02 PM
While traditional television continued to command substantial advertiser interest, Connected TV emerged as the more diversified advertising platform during the tournament
The government is preparing detailed report on industry feedback; calibrated changes may ease revenue pressure while retaining consumer safeguards
Imran Fazal Jul 31, 2026 8:55 AM
According to the advertisers' body, a calibrated increase would improve broadcasters' revenue prospects without materially affecting the consumer viewing experience
Imran Fazal Jul 24, 2026 9:23 AM
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 WPP, Shekhar Sharma held leadership positions at The Times of India and India Today
e4m Staff Jul 21, 2026 10:24 AM
Chief Growth and Marketing Officer for India & Emerging Markets moves on, marking the end of a five-year stint with the adtech company
On July 1, 1941, a 10-second Bulova ad before a baseball game quietly launched the business of television advertising as we know it
Aryendra Khan Jul 1, 2026 12:28 PM
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
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 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
The report found considerable overlap between advertisers using broadcast television and connected television
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
While JioStar reported strong subscription growth across digital and TV, along with record digital advertising revenues driven by CTV, the gains were offset by continued softness in linear TV advtg
Aditi Gupta Apr 27, 2026 9:19 AM
As part of the overhaul, ZEEL has elevated multiple executives into Chief Sales Officer (CSO) roles across key markets and content clusters
Imran Fazal Mar 24, 2026 5:08 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
According to the TAM AdEx 2025 Television Advertising Recap report, television advertising volumes declined 11 percent year on year in 2025 compared to 2024
Chehneet Kaur Feb 25, 2026 9:13 AM
Pitch Madison Advertising Report 2026 shows structural shifts across categories, signalling a more selective and premium future for television
e4m Staff Feb 24, 2026 5:11 PM
Data from e4m dentsu Digital Advertising Report 2026 highlights that while overall real estate ad spends expanded 22% year-on-year, television’s share of the media mix stood at 42% in 2025
Aditi Gupta Feb 24, 2026 9:08 AM
Although CTV spend has shifted from pilot budgets to recurring line items, internal ownership structures have not always kept pace
Shantanu David Jan 29, 2026 8:45 AM
Most recently, Bill Condon served as Vice President of Enterprise Sales and Partnerships at Xumo
e4m Staff Jan 22, 2026 12:18 PM
As per a TAM Report, with a 21% share food and beverages was the largest advertising sector on TV, followed by personal care and hygiene at 15%
e4m Staff Jan 21, 2026 9:00 AM
India ended 2025 with 35M+ smart TV homes, and CTV ad spend is rising fast, attracting budgets from linear TV and mobile as it’s seen as privacy-safe, measurable, and performance-friendly
Shantanu David Jan 19, 2026 9:08 AM
He will report to Rajesh Kaul, Chief Revenue Officer and Business Head, Sports and International, SPNI
e4m Staff Jan 16, 2026 11:37 AM
Industry watchers have suggested that a compromise ruling is a possibility; court could allow slight flexibility for channels or offer exemptions for specific types of programming
Aditi Gupta Jan 16, 2026 9:18 AM
From agentic AI streamlining workflows to contextual streaming TV ads that adapt in real-time, the future belongs to brands that embrace innovation while staying rooted in genuine customer insights
e4m Staff Jan 15, 2026 4:06 PM
Rising television ad costs are leading brands to use six-second spots, prompting questions about the sustainability of long-term brand building and traditional storytelling approaches
Aryendra Khan Dec 17, 2025 8:28 AM
Industry projections suggest India will reach 60 million CTV households by early 2026, with viewers in top 15 cities consuming over 700 mn minutes of streamed content every day
Aditi Gupta Dec 15, 2025 9:10 AM