JioStar sees Indian brands moving from TV-only advertising to integrated media campaigns
JioStar executives say brands are increasingly combining television, OTT and social-media campaigns, with regional markets, premium audiences and major entertainment properties becoming more important in media planning.
What happened
JioStar executives discuss Indian brands shifting advertising budgets from television-only campaigns toward integrated TV, OTT and social-media campaigns, with
Key facts
- 2026
Why this matters
Prioritize partnerships or acquisitions that add cross-platform ad sales, audience data, regional media reach and campaign-measurement capabilities.
What to watch
- JioStar or competing broadcasters launching standardized cross-platform ad products with unified reporting.
- Growth in advertiser commitments tied to reach guarantees across linear TV and streaming rather than separate channel budgets.
- Regional-language OTT watch-time, ad-fill rates and CPMs rising faster than national-language inventory.
- Large entertainment or sports properties reporting higher digital-share ad revenue and more bundled sponsorships.
- Agency trading desks shifting planning teams or compensation models from TV buying to total-video buying.
- Advertiser demand for third-party cross-media measurement, clean-room integrations or conversion-lift studies.
- Build unified TV-plus-digital video packages with deduplicated reach, frequency and conversion reporting.
- Expand regional-language inventory, local sales teams and creator partnerships around high-growth state markets.
- Use major sports and entertainment properties as tentpoles, selling pre-event TV reach, live-streaming engagement and post-event social retargeting together.
- Create premium-audience products that combine connected TV, OTT subscriptions, business/news contexts and high-intent social segments.
- Pressure agencies and measurement vendors to adopt common cross-media audience currencies and transparent incrementality studies.