NDTV has announced a strategic expansion of its Connected TV (CTV) footprint, appointing Akhil Bhalla as Product Head – Connected TV and Sanjeev Kumar Choudhary as Head of Connected TV Revenue. The move underscores the network’s commitment to capturing the rapidly growing large-screen streaming audience in India.

The appointments signal NDTV’s intent to treat Connected TV not merely as a digital extension, but as a core pillar of its long-term growth. CTV combines the immersive reach of traditional linear television with the data-driven precision of digital advertising.

According to recent industry data, over 129 million Indians streamed digital video on a Connected TV device in the past month. Projections suggest that CTV penetration will soon surpass 60 million households, transforming it from a niche premium segment into a mainstream mass medium.

Leadership Profiles

• Akhil Bhalla (Product Head – Connected TV): Joining from JioHotstar (formerly Disney+ Hotstar), Bhalla will lead the redesign of NDTV’s CTV user experience. At his previous role, he was instrumental in integrating over 45 national and regional news channels into a unified streaming ecosystem.
• Sanjeev Kumar Choudhary (Head of Connected TV Revenue): Moving from Republic Media Network, Choudhary brings over 17 years of experience in digital revenue and partnerships. He will focus on scaling NDTV’s distribution across platforms like Samsung TV Plus, LG, and Google Showcase.

The shift in audience behavior is driving a massive reallocation of marketing budgets. India’s Connected TV advertising market is forecasted to reach approximately $760 million in 2025 and approach $1 billion by 2026. Globally, CTV ad revenues are expected to hit $51 billion by 2029.

Rahul Kanwal, CEO and Editor-in-Chief of NDTV, noted,”Connected TV represents a fundamental shift in how news is consumed. It brings together the authority of television and the precision of digital within a high-trust environment. Our foray is an investment in the future of news, aligned with evolving audience behavior.”

Key Highlights:

• Leadership Hire: NDTV has appointed Akhil Bhalla and Sanjeev Kumar Choudhary to lead its Product and Revenue strategies for Connected TV.
• Market Growth: The network is targeting a market where over 129 million Indians already stream video on large screens, with ad spends set to hit $1 billion in India by 2026.
• Product Innovation: The focus will be on re-architecting how news is discovered and consumed on smart TVs, moving beyond simple mobile-to-TV adaptation.
• Monetization Focus: NDTV aims to unlock new revenue streams by leveraging its editorial credibility in the premium, brand-safe environment of the living room.