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CTV Reshapes Indian TV Content Creation
29 Sep
Summary
- Connected TV is transforming Indian media content development.
- Prime Video now considers co-viewing potential in show creation.
- Nearly 200 million viewers in India watch Connected TV.
Connected TV (CTV) is significantly altering content creation strategies for Indian media companies, shifting focus from solely where audiences watch to how they watch together. Executives at the FICCI-Frames conference highlighted a new emphasis on developing shows with co-viewing potential, integrating the shared experience of traditional television with the convenience of digital platforms.
The large screen experience, now enhanced by CTV, offers advertisers precise targeting capabilities and measurement tools. With India's CTV viewership reaching approximately 200 million users and rapidly expanding, the industry is leveraging this growth to its advantage.
News programming, in particular, is seeing new opportunities on CTV. Channels can now explore niche content, like specialized health or upskilling shows, that traditional linear schedules could not support due to rating concerns.
This shift signifies a move towards an attention economy where content, technology, and data converge. While choice abounds, the core principle remains: creating compelling viewing experiences that bring families and communities together, a sentiment that has endured for decades.
