The future of viewing experience is evolving into a more personalised, interactive, and immersive experience, Ritu Dhawan, Managing Director, India TV, said while adding that owing to the vast ability of Connected TV (CTV), features such as targeted recommendations, interactive ads, and real-time engagement tools will play an important role in defining the next era of TV.
In an exclusive interaction with Marketing Mind, when asked about the impact of evolving screen preferences on viewer attention spans, particularly as audiences navigate between Linear TV and the growing appeal of on-demand streaming, Dhawan shared her insights saying, “We’ve witnessed a steady rise in Connected TV (CTV) in terms of an evolving consumer base over the last few years, slowly bridging the gap between linear TV and streaming platforms. Consumers have shifted from linear TV to smartphones, and now towards CTV. The viewing experience on a bigger screen combined with seamless internet connectivity has been instrumental in the steady rise of CTV.”
She added that owing to the high-quality, tailored content, CTV now holds a stronger impact on viewers and higher engagement levels as compared to linear TV where users can easily switch between channels at a fingerprint. The same, however, has not been the case with CTV as it encourages longer viewing durations thanks to the extremely immersive experience.
“CTV has experienced significant growth over the last few years; however, the base of linear TV still remains extremely significant for us. We have introduced a special pop-up channel for Mahakumbh 2025, offering 24×7 live coverage of this hue event, making it one of the biggest celebrations in the world,” she added.
As audiences shift from Linear TV to Connected TV (CTV), Dhawan pointed out notable trends shaping viewer engagement. She explained that the shift to CTV has transformed audience engagement as opposed to linear TV. The former has resulted in better engagement and brand perception, as it fosters the desired harmony between content consumption and advertising. Delivering advertisements via CTV may create a better value for advertisers as viewers are expected to spend more time on personalised, on-demand content owing to the interaction features like clickable ads and real-time polls.
“As per a Nielsen survey, in 2024, adults in the U.S. are reportedly spending over 2 hours per day on CTV, which now accounts for 25% of all TV viewing. This indicates that the time users spend on CTV is slightly higher than linear TV. According to the interactive, the Nielsen survey also notes that 71% of viewers find CTV more engaging, of which more than 63% are likely to act on targeted ads,” she added.
When asked about the growing influence of CTV in capturing audience attention and how she envisions the future of viewing experiences, along with the strategies India TV is adopting to align with this shift, Dhawan shared that the future of viewing experience is set to be more personalised, interactive, and immersive. Owing to the vast ability of CTV, features such as targeted recommendations, interactive ads, and real-time engagement tools will play an important role in defining the next era of TV, blending how live programming with on-demand content is going to reshape how viewers consume media.
“We are also embarking on this trend by launching dedicated CTV channels from India TV like Aap Ki Adalat and Speed News for 24×7 rapid updates. This has helped us deliver on-demand access to our beloved TV shows,” she added.
When asked whether the rise of the attention economy has pushed shorter formats into the spotlight and whether this trend is driving viewers to CTV while influencing engagement, Dhawan responded that CTV, as a platform, does not necessarily influence shorter formats for viewers. Its success is largely influenced by factors such as content personalisation and preference. Therefore, the shift is evident in the news sector when it comes to content delivery, wherein quick and concise updates are becoming more popular, she stated.
Furthermore she went on to say, “For instance, our Speed News section at India TV keeps the audience informed with rapid updates in a short format with fast-paced, bite-sized news content. The faster and more engaging news formats like Speed News aligns with our promise of delivering quick and informative content, effectively making this the perfect strategy to retain viewership.”
She further elaborated “Reaching approximately 48 million Indian households, CTV has seen a large impact in the market, cultivating its position as the next game-changer in the industry. Therefore, CTV has now given advertisers a significant boost towards viewership engagement.”
“The Madison Pitch Report 2024 notes that the NCSSA market has shifted from linear TV to CTV, resulting in an advertising inventory increase of an additional reach of 5-8% for both linear and CTV combined. Similarly, another report by Media Ocean talks shows CTV has emerged as a key consumer ranging from brands from various industries,” she added.
When asked about India TV’s strategy to capitalise on the growing number of CTV-equipped households across India and the specific steps being taken to enhance audience engagement, Dhawan highlighted that India TV is strategically gaining mileage out of the increasing count of CTV-equipped households all over India, leveraging a multi-level approach to up audience engagement. Dedicated channels to showcase quality audience-centric content form part of the exercise, including, for instance, launching (establishment) dedicated channels like: Speed News by India TV that streams updates 24×7 on its own channel. In addition, India TV Yoga provides fitness and lifestyle tips, an indication of how wellness and self-care are becoming more prominent.
“Further, we are the pioneers of 24/7 pop-up channels for big events, as we already pioneered a dedicated Cricket World Cup channel, followed by the Olympics. We plan to launch a special channel for the Kumbh 2025, keeping the audience connected with these moments,” she said.
“We are also making progress in ad technology, delivering richer, more informative ads that really connect with viewers. It is a stark difference from the relatively less engaging ad experience on linear TV, allowing us to unlock all the interactivity and personalisation capabilities of CTV to drive deeper engagement,” she added.
Some marketers view CTV as a premium platform catering primarily to affluent audiences. When asked how India TV is ensuring accessibility for brands looking to enter this space for the first time, Dhawan responded that as a content producer, their focus has always been on delivering content that resonates with our audience, and that remains unchanged.
“Viewers who enjoyed watching us on linear TV continue to engage with us on CTV. While the devices have upgraded, audience behaviour remains consistent. The shift to CTV is a platform change, not a content change, and it hasn’t significantly impacted ad rates,” Dhawan said.
“We have enabled diverse advertisers to take advantage of the targeted and effective advertising opportunities by CTV without being limited to campaigns at an extremely high cost. This strategy expands access, encouraging the entry of brands from different sectors into this space,” she stated.
When asked about the demographic, behavioral, and preference-based differences between India TV’s CTV and Linear TV audiences, Dhawan emphasised that CTV has offered a more balanced audience demographic, whereas linear TV was traditionally considered male-oriented. The shift is aligned with evolving viewer behaviour as audiences increasingly demand content that can be accessed anytime and anywhere.
“With time, the content preferences have changed, and the viewers are no longer confined to fixed schedules or time slots. People from all age groups have embraced the convenience of on-demand access, thereby underlining the growing demand for personalized, flexible, and quick content. This evolution clearly indicates a preference for adaptable viewing options over the rigid structure of traditional TV programming,” she added.
