The connected TV has experienced exponential growth in recent years, transitioning into an essential device. 

As highlighted by the FICCI-EY 2022 report, the number of CTV users in India has surged to 10 million, with projections to reach 40 million by 2025. This expansion of the CTV market mirrors the trajectory of smartphone penetration.

Hence, recognizing this growth opportunity, India TV, which is one of the leading Hindi news channels in India, has now become the only news group to have two dedicated CTV channels along with the main channel stream on CTV devices. 

The group has introduced India TV Live, India TV Speed News, and India TV Aap ki Adalat. Additionally, it is planning to launch a few more soon.

The decision is in line with the notion that CTV is changing the news landscape. CTV has emerged as a touchpoint of interest due to its unique ability to bring together the large screen TV experience. Additionally, it has the targeting/measurement capabilities of digital. It also gives access to affluent urban households. 

And lastly, it allows viewers to consume content as per parameters such as:  nature of content, convenience, and consistency. 

Hence, India TV believes that there is an opportunity to go beyond the 24-hour barrier of providing content and facilitating structured information to the viewer.  

According to a press release elaborating on the launch, Ritu Dhawan, Managing Director, and CEO of India TV said, “Considering the exponential growth of the CTV market, it has become imperative to expand our content offerings on this platform. 

By launching these channels, we want to cement our position as a leader in the CTV space. We also want to show that value to our viewers by providing them contextualized, nuanced, and relevant information in multiple formats, themes, and devices on this platform.”  

The CTV value proposition is not just limited to content creators. CTV provides new ways for targeted advertising. Advertisers can reach specific audiences with relevant user-based ads, leading to more effective advertising campaigns.  

Regarding ad dynamics in the CTV space, Ritu Dhawan further said that, “The way digital advertising has increased its market penetration across the ad industry and advertiser verticals, CTV is becoming a preferred medium for advertisers. 

As CTV is enabled with the power of the internet, ad opportunities and ad formats have increased for advertisers.”  

The CTV ecosystem is forever evolving, thanks to rapid technological advancements. Keeping this in mind, India TV believes that it is essential to present content in the viewer’s familiar navigation and content styles.

“We believe this approach has helped us maintain our position as India’s Most Engaged News Video Publisher,” Dhawan further stated. Moving forward, digital-first, localization, explainers, and user-generated content will define future content consumption.