RunnTV, an independent FAST (Free Ad-Supported Streaming Television) platform and technology company, has partnered with Smart TV operating system provider Coolita to expand FAST content distribution and Connected TV monetisation in India.
The partnership will bring FAST channels across movies, entertainment, music, kids, news, lifestyle, devotional and regional content to more than 5 million active Coolita-powered Smart TVs across the country. The companies said the collaboration will also create new advertising opportunities for brands and content owners on Connected TV platforms.
Coolita has built a presence in India through partnerships with leading Smart TV brands, with more than 5 million active devices in the market. Its operating system focuses on content discovery and a localised user experience.
Under the partnership, RunnTV will use its FAST technology stack covering channel playout, scheduling, distribution and monetisation to power FAST channels across Coolita devices. The collaboration is expected to expand the distribution of FAST channels while opening up advertising inventory for brands.
“India is witnessing rapid growth in Connected TV consumption and FAST television,” said Manish Sinha, Founder & CEO, RunnTV. “Our partnership with Coolita is another important step in building the robust FAST infrastructure needed to scale the ecosystem. Together, we are helping premium content owners reach millions of households, enabling advertisers to access high-quality CTV audiences, and delivering a superior free television experience to consumers.”
Coco Lee, CEO, Coolita, said, “We are excited to partner with RunnTV to enhance the entertainment experience for our users in India. RunnTV’s expertise in FAST channel operations and monetisation, combined with Coolita’s growing Smart TV ecosystem, will help expand access to premium free television while driving the next phase of FAST growth in India.”
The partnership is part of RunnTV’s strategy to build out its FAST ecosystem through tie-ups with Smart TV platforms, OEMs, content owners and advertising partners. For viewers, the collaboration will expand access to free, ad-supported content, while content owners will gain distribution across Coolita’s installed base and advertisers access to Connected TV inventory.
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