logo
AI-powered CTVs are redefining content, engagement and monetisation

AI-powered CTVs are redefining content, engagement and monetisation

Time of India17-05-2025
HighlightsAI-driven connected televisions are transforming content consumption in India, with 65% of households shifting from traditional cable television to smart innovations, showcasing a growing preference for personalized and high-quality viewing experiences. The hyper-personalization enabled by artificial intelligence allows connected televisions to curate tailored playlists, suggest interactive elements, and enhance user engagement, significantly increasing the time spent on the platform and creating new monetization opportunities for brands and advertisers. By 2030, connected televisions are projected to become the largest distributors of content on large screens, driven by AI-powered personalization and monetization strategies, fundamentally reshaping the entertainment economy and providing unprecedented opportunities for businesses.
By Manish Gupta
Your television is no longer just a screen—it's an intuitive companion that knows you. It starts your day with an inspiring quote or a song that lifts your mood, suggests a delicious recipe for your kids in the afternoon, and keeps you updated on the latest football scores in the evening. This is the power of AI-driven connected TVs (CTVs)—reshaping content consumption in India while unlocking unprecedented opportunities for businesses to engage with audiences in deeply personal ways.
With 65% of Indian households moving away from traditional cable television and embracing smart innovations like
Smart TVs
and internet-enabled set-top boxes, the entertainment landscape is undergoing a paradigm shift. Currently, 36% of SVoD (subscription video-on-demand) audiences in urban India use CTV devices to stream content, highlighting the growing preference for convenience, personalization, and high-quality viewing experiences. As this shift accelerates, AI is emerging as the driving force behind this transformation, redefining how viewers engage with content while enabling businesses to maximize monetization.
AI-Driven Personalization: The Core of CTV Growth
AI has turned CTVs into intelligent entertainment hubs that learn continuously from viewers' habits and preferences. AI-driven recommendation engines dynamically curate playlists of shows and movies tailored to every user, based on viewing history, watch-time behaviour, and even emotional responses. This hyper-personalization extends beyond recommendations. AI enables CTVs to adjust user interfaces, curate watchlists, and even suggest interactive elements to enhance engagement. The result? A significant increase in time spent on the platform, and opportunities for brands and advertisers to deliver highly relevant and effective messaging, ultimately driving revenues.
For instance, when a cricket fanatic user is watching a movie, AI ensures they are simultaneously updated with real-time statistics without disrupting the viewing experience. If a cooking show plays in the background, a simple glance or voice command can surface recipes and instantly add ingredients to your shopping cart. Even during a live gaming tournament, AI-driven overlays let you scan and shop for merchandise, place real-time predictions, or interact with players—all without breaking the flow of your experience.
A viewer browsing a fashion show can instantly purchase an outfit displayed on screen, or someone passively watching travel content can receive curated destination deals. This fusion of AI, interactivity, and commerce is redefining engagement—turning CTVs into always-on, revenue-generating ecosystems.
The Democratization of Content and Audience Expansion
AI's ability to analyze consumption patterns is also democratizing content discovery and distribution. Unlike traditional television networks that cater to mass audiences, AI-powered recommendation engines surface niche content that might otherwise go unnoticed. Whether it's regional cinema, documentaries, or niche content, AI ensures that viewers have access to content aligned with their unique interests.
By understanding audience preferences at a granular level, content providers can develop more localized and culturally relevant programming, creating new revenue opportunities in regional and vernacular markets. This shift enables content creators and producers to overcome distribution challenges and tap into a wider, more engaged audience base.
Data Ushering A New Era of Monetization
The vast data generated by CTVs offers businesses deep insights into audience behaviour, unlocking new monetization opportunities. According to Kantar, 63% of consumers find CTV ads more personalized, highlighting AI's role in refining ad strategies and enhancing brand engagement. Moving beyond traditional, one-size-fits-all advertising, AI ensures ads are hyper-relevant and delivered at optimal moments—whether during a natural pause or a peak emotional point—maximizing engagement and conversions. By leveraging AI-driven insights, brands can strategically place ads for higher viewer retention and better ROI, transforming advertising from broad-spectrum messaging into precision-targeted, context-aware marketing that drives substantial revenue growth. Shoppable TV experiences, smart product placements, and voice-enabled purchasing seamlessly blend commerce with content and unlocks new revenue opportunities for brands and marketeers.
By 2030, CTVs are expected to become the largest distributors of content on large screens, powered by AI-driven personalization and
monetization strategies
. AI is not just enhancing the way we consume content—it is fundamentally reshaping the entertainment economy. It is enabling storytelling, engagement, and commerce to converge seamlessly on the connected screen, delivering highly personalized, interactive, and immersive experiences.
For audiences, this means richer content discovery, deeper engagement, and limitless choices. For businesses, this represents an unprecedented opportunity to harness AI's predictive power, driving profitability and shaping the future of entertainment in a smarter, more connected world. Those who invest in AI-driven CTV strategies today will be at the forefront of the next entertainment revolution, capitalizing on the immense potential of AI-powered personalization and revenue generation.
(The author is Senior Vice President & GM – Glance TV. Views are personal.)
Orange background

Try Our AI Features

Explore what Daily8 AI can do for you:

Comments

No comments yet...

Related Articles

India-UK trade pact to benefit youth, MSMEs, startups: PM Modi
India-UK trade pact to benefit youth, MSMEs, startups: PM Modi

Time of India

timean hour ago

  • Time of India

India-UK trade pact to benefit youth, MSMEs, startups: PM Modi

India-UK trade pact to benefit youth, MSMEs, startups: PM Modi TUTICORIN: The India-UK FTA will benefit Tamil Nadu (TN) youth, MSMEs, and startups, PM Narendra Modi said at Tuticorin airport, where he launched infrastructure projects worth over Rs 4,800 crore across southern TN on Saturday. Among the major projects unveiled was the Rs 450 crore new airport terminal designed to handle 20 lakh passengers annually. "Following FTA, 99% of Indian products sold in UK will be tax-free, boosting Indian manufacturing and creating new opportunities. The agreement will serve as a catalyst for industries rooted in TN's traditional strengths, ranging from handlooms to seafood exports," he said, addressing the gathering at the airport. Modi said TN is witnessing unprecedented development under NDA government at Centre. "Infrastructure and energy form the backbone of any state's development. Over past 11 years, the sustained focus on these sectors reflects the priority accorded to the state's progress," he said. The PM said Rs 3 lakh crore was devolved to TN central taxes over the past 11 years, nearly three times what was allotted under previous UPA government. by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like Urologists: Enlarged Prostate? Every Man Should Stop This 1 Habit! Prostate Health Journal Click Here Undo He inaugurated multiple projects involving road, rail, port, and power sectors. All the launches, including ribbon-cutting of the terminal, were done symbolically from the airport. He flagged off three railway infrastructure upgrades and electrification of the Madurai-Bodinayakkanur line. He also laid the foundation for a Rs 550 crore 765 kV transmission corridor project to evacuate power from Kudankulam Nuclear Power Plant Units 3 and 4. Modi said the global perception of India has shifted significantly. "Today, the world sees its own growth in India's growth," he said. Recalling India's success in Operation Sindoor , he said, "You all recently witnessed the power of ' Make in India ' during Operation Sindoor. Made-in-India weapons played a crucial role in reducing terror hideouts to rubble. Even today, arms manufactured in India continue to shake the sleep of those who shelter terrorism." He said NDA government prioritised the coastal economy, ensuring inclusive development. "TN's growth is a vital component of our vision for a Viksit Bharat," he said. Modi also invoked the memories of freedom fighters and poets, including V O Chidambaranar, Veerapandiya Kattabomman, Alagumuthu Kone, and Subramania Bharati. Modi arrived at Tuticorin airport 7.45pm and was received by governor R N Ravi, Union ministers L Murugan and Ram Mohan Naidu Kinjarapu, TN finance minister Thangam Thennarasu and industries minister TRB Rajaa. The event also witnessed brief political sloganeering between BJP and DMK cadres near the airport.

Central projects will create a ‘developed Tamil Nadu', says Narendra Modi
Central projects will create a ‘developed Tamil Nadu', says Narendra Modi

The Hindu

timean hour ago

  • The Hindu

Central projects will create a ‘developed Tamil Nadu', says Narendra Modi

The Union government-funded infrastructure projects being implemented in Tamil Nadu on an outlay of over ₹3 lakh crore will help the Centre realise its dream of achieving 'Viksit Tamil Nadu', Prime Minister Narendra Modi said on Saturday. Inaugurating the new terminal building at the Thoothukudi airport, he said his government, which had promised a 'Viksit Bharat' (Developed India), was according the highest priority for infrastructure development. Hence, the port, rail and energy sectors were getting an unprecedented facelift nationwide, from Jammu and Kashmir to Tamil Nadu. Mr. Modi said the Centre had released over ₹3 lakh crore since 2014 for strengthening Tamil Nadu's infrastructure to make it 'Developed Tamil Nadu'. This was three times higher than the funding provided by the previous United Progressive Alliance government to the State. He further said the north cargo berth at VOC Port, Thoothukudi; six-lane VOC Port Road; and four-lane Sethiyathope-Chozhapuram Highway would significantly catalyse the trade opportunities and employment generation for the locals. In an apparent reply to Chief Minister M.K. Stalin's recent assertion that the Centre was refusing to allocate funds for Tamil Nadu, he said the thrust being given for infrastructure development in Tamil Nadu by the Centre in energy, road, rail, and port sectors would phenomenally expedite the State's growth while achieving the Centre's goal of 'Viksit Tamil Nadu'. He recalled that the National Democratic Alliance government had sanctioned 11 new medical colleges for Tamil Nadu, and the Centre was also developing harbours to improve their livelihood. Terming India's recent free trade agreement with the United Kingdom (U.K.) as 'historic', Mr. Modi said this agreement would open unprecedented export opportunities for Indian products. 'As more than 99% of the 'Make in India' products will be available in the U.K. at lower prices, the rise in demand will increase production in India and generate more employment in the micro and small industries here. It will enhance the world's faith in India, which will become the third largest economy in the world soon,' Mr. Modi said. He added that home-grown weapon systems, which were used in recent 'Operation Sindhoor', had destroyed the terrorists' hideouts and had given sleepless nights to the sponsors of terror. Governor R.N. Ravi, Union Minister of Civil Aviation Ram Mohan Naidu Kinjarapu, Union Minister of State for Information and Broadcasting L. Murugan, Tamil Nadu Ministers T.R.B. Rajaa, P. Geetha Jeevan, and Anita R. Radhakrishnan and MP Kanimozhi were among those present. State Finance Minister Thangam Thennerasu presented a memento to Mr. Modi on the occasion.

New-Age lending model helping banks to cut costs and meet customer expectations
New-Age lending model helping banks to cut costs and meet customer expectations

Time of India

time2 hours ago

  • Time of India

New-Age lending model helping banks to cut costs and meet customer expectations

Across global financial markets, lending is experiencing a major shift. Borrowers now expect immediacy, personalization, and simplicity in every interaction—whether applying for a personal loan on their mobile device or financing a home, vehicle, or business. However, many banks and financial institutions are hindered by systems designed for a slower, less connected world. A World Bank report estimates that micro, small, and medium enterprises face an annual credit gap of USD 5.2 trillion—about 1.5 times the current lending volume for these businesses. With conversations from banks and lenders, it's clear: Legacy Loan Origination Systems are no longer adequate. They were built to standardize, not to innovate. They offer control—but make it hard to adopt changes. Today, with tech-savvy customers and constantly changing rules, this lack of flexibility has become a drawback. According to a market research, digital lending platforms in India are projected to reach over 500 million customers by the end of 2025, with the lending segment expected to hit USD 1.3 trillion in disbursements, driven by advancements in financial technology and increased smartphone penetration. Hence, what is needed is not just digital enhancement, but a fundamental reinvention of how lending is delivered, scaled, and evolved. This is where the model of Lending-as-a-Service is proving to be a game-changer. Lending-as-a-Service redefines lending not as a static software platform, but as a flexible, cloud-powered ecosystem. It enables lenders to break down the lending process into modular services that can be rapidly configured, deployed, and scaled across various product lines—from personal and auto loans to corporate, housing, and consumer durable finance. By adopting this model, financial institutions are no longer bound by one-size-fits-all workflows or long development cycles. They gain the agility to experiment, personalize, and adapt without overhauling their core architecture. But technology alone is not the differentiator—it's the outcomes that matter. Institutions supported with platforms with Lending-as-a-Service architecture have consistently accelerated their go-to-market timelines, dramatically improved customer satisfaction, and reduced operational costs. We've seen banks launch new retail lending products in a matter of days. We've seen journeys that once required manual underwriting transformed into straight-through processes powered by AI. In several deployments, the cost per loan has reduced by over half, while conversion rates have increased multifold. For instance, a leading financial services provider in India leveraged our platform to launch a digitally native loan journey for Indian customers, covering onboarding, KYC, credit scoring, and disbursal—all within a few days. Another bank in Southeast Asia reimagined its auto finance journey by integrating real-time approvals, e-KYC, and government API linkages into a seamless customer flow. These institutions weren't just digitizing—they were building lending businesses designed for today's customers and tomorrow's challenges. This transformation is also enabling compliance readiness at scale. In regulated markets such as the UAE, India, and Southeast Asia, stakeholders are able to quickly embed policy changes, update product terms, or roll out pre-approved offers—without recoding, retraining, or retesting legacy systems. Thus, the future of lending will belong to those who are agile, responsive, and deeply aligned with the needs of their borrowers. Lending-as-a-Service offers a pathway to that future—a model that is not only more adaptive but also more resilient in the face of change. At the core of this shift is a new generation of lending platforms — modern, unified lending infrastructure built for speed, scalability, and intelligence. To illustrate, our platform, built on a microservices-based, cloud-native foundation, enables institutions to launch and iterate with confidence. With the ability to integrate more than 175 APIs, our ecosystem supports real-time connectivity with internal banking systems, fintech partners, government APIs, credit bureaus, fraud detection engines, and compliance tools. Additionally, this allows banks and financial institutions to no longer be constrained by what their systems can support—they are empowered to lead with what their customers demand. The transformation is not incremental. It is structural. And it is happening now. It's time to reimagine lending and reinvent success. By Ravish Pandey, Head of Product Innovation, and Sachin Gupta, Head of Client Accounts and Engagement at BUSINESSNEXT AI Masterclass for Students. Upskill Young Ones Today!– Join Now

DOWNLOAD THE APP

Get Started Now: Download the App

Ready to dive into a world of global content with local flavor? Download Daily8 app today from your preferred app store and start exploring.
app-storeplay-store