linear tv
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TV reclaims spotlight as appointment viewing shapes advertising
Linear TV is narrowing but sharpening, with live sport, reality shows and cultural tentpoles driving attention, co-viewing and media planning resets.
CTV moves in: JioStar plots the big-screen play
JioStar’s CTV Playbook maps India’s premium, digital living rooms—where co-viewing, deeper attention, and brand outcomes converge.
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Magna forecasts a 7.7% increase in India’s adex for 2026
With no elections or cricket highs, India’s INR 1371 billion adex proves that digital muscle, data depth, and media shifts are driving real momentum.
CTV’s big picture: Small screens are getting left behind
As India’s CTV adoption grows 30–35% yearly, Tonic Worldwide’s senior vice president for media and martech notes that why marketers must recalibrate their plans to woo high-value audiences in untapped regions.
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