Aaj Tak Ties up with Swift TV to Unlock Measurable CTV Advertising at Scale
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In a move that reflects the rapid shift toward connected TV consumption, Aaj Tak has partnered with FAST platform Swift TV to expand its digital distribution footprint across India and global markets.
As Free Ad-Supported Streaming (FAST) gains traction among digitally native audiences, the partnership enables Aaj Tak to deliver real-time, premium Hindi news in a lean-back, television-like experience across connected devices.
The collaboration with the India Today Group also includes The Lallantop, known for its youth-focused storytelling and high-engagement journalism, further strengthening Swift TV’s appeal among younger audiences.
A New Opportunity for Advertisers in Premium News
At the core of this partnership is a fundamentally stronger value proposition for advertisers.
By bringing Aaj Tak’s editorial authority into Swift TV’s FAST ecosystem, brands can now access high-trust news environments with the precision of digital targeting—a combination rarely achieved in traditional television.
Advertisers and media buyers will benefit from:
- Deterministic first-party data targeting across connected TV audiences
- Cohort-based segmentation enabling more relevant ad delivery
- Measurable reach and frequency control, bridging the gap between digital and TV
- Brand-safe inventory anchored in one of India’s most trusted news networks
- Lean-back, high-attention viewing environments, improving ad recall and completion rates
This integration positions Swift TV as a performance-ready CTV layer for premium news, allowing brands to move beyond broad GRPs toward outcome-driven video advertising.
Abhishek Singh, Founder, Swift TV, said:
“Advertising on TV has historically been powerful but difficult to measure, while digital has been measurable but fragmented. With this partnership, we’re combining the best of both worlds—Aaj Tak’s scale and trust with Swift TV’s data-driven infrastructure—so advertisers can finally execute high-impact, accountable campaigns in premium news environments.”
Swift TV currently hosts over 175 live channels and reaches more than 5 million users across India. With expansion into the US and Canada underway, the platform is building a global FAST ecosystem that combines premium content, high-intent audiences, and measurable advertising—positioning itself as a key partner for brands looking to scale effectively in the connected TV era.
Disclaimer: No Business Standard Journalist was involved in creation of this content
Topics : SWIFT India
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First Published: Apr 01 2026 | 2:45 PM IST