NDTV has unveiled a strategic expansion of its connected television (CTV) operations, appointing Akhil Bhalla as product head for CTV and Sanjeev Kumar Choudhary as head of CTV revenue, as the broadcaster moves to build a dedicated ecosystem covering product design, distribution and monetisation.
The twin appointments underscore NDTV’s intent to position CTV as a core growth engine for its digital video and news business, amid rapid adoption of smart TVs and streaming devices across India.
Product revamp and large-screen experience
In his new role, Bhalla will lead the redesign of NDTV’s CTV product and editorial experience, with a focus on reimagining how news is discovered and consumed on large screens. His mandate includes developing formats and user journeys tailored specifically for television screens rather than replicating mobile or web experiences.
Bhalla joins NDTV from Jio Hotstar, where he worked on integrating more than 45 national and regional news channels into connected TV environments.
“CTV is redefining how audiences experience news,” Bhalla said. “This is not about adapting news to another screen, but about designing it for the future.”
Driving monetisation and partnerships
On the commercial side, Choudhary will spearhead revenue strategy and distribution partnerships for NDTV’s CTV portfolio. He joins from Republic Media Network and brings hands-on experience across major CTV platforms including Samsung TV Plus, LG, Jio, Yupp and Google Showcase.
“CTV in India is at a clear inflection point,” Choudhary said. “Scale is already visible, consumption is deepening, and advertiser interest is accelerating rapidly.”
His role will focus on expanding NDTV’s footprint across device manufacturers, operating systems and content aggregation platforms, while building advertiser solutions tailored to connected TV audiences.
A long-term strategic shift
Rahul Kanwal, CEO and editor-in-chief of NDTV, described the move as part of a broader transformation in how news businesses think about audiences and value creation.
“CTV represents a fundamental shift in how news is consumed and valued,” Kanwal said, adding that the appointments reflect a long-term investment aligned with changing viewer behaviour and platform dynamics.
Market momentum behind CTV
Connected TV is fast emerging as a major driver of premium video and news consumption in India. More than 129 million users are estimated to have streamed digital video on a CTV device at least once in the past month, while household penetration is believed to have crossed 60 million homes — positioning the platform as a mass medium rather than a niche extension of digital.
Advertising spends are tracking this shift. India’s CTV advertising market is projected to touch about $760 million in 2025 and approach $1 billion in 2026. Globally, CTV ad revenues are forecast to climb to $51 billion by 2029, highlighting the medium’s growing commercial importance.
For advertisers, NDTV’s push into CTV promises access to brand-safe, high-attention environments that blend the reach of television with the targeting capabilities of digital media. The new appointments point to a structured effort by the network to capture both audience growth and advertising dollars as connected TV moves into its next phase of maturity.
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