India’s digital entertainment sphere is set for a major upgrade. In a first-of-its-kind move, ZEE5, part of Zee Entertainment Enterprises, is launching its own suite of Free Ad‑Supported Streaming Television (FAST) channels in partnership with Amagi Media Labs.
Scheduled to go live in August 2025, this launch signifies a strategic acceleration of ZEE5’s Connected TV (CTV) ambitions, offering an always-on channel experience—completely free, but supported by ads.
Table of Contents
2. What Are FAST Channels?
FAST stands for Free Ad‑Supported Streaming Television—a hybrid of traditional cable and OTT platforms. These channels mimic the linear, scheduled TV experience but are delivered over the internet . Users turn on a “channel” and watch curated movies or series with periodic ads, without needing subscriptions or paywalls.
3. The Strategic Partnership: ZEE5 + Amagi
Why ZEE5 Chose Amagi
Amagi offers a cloud-native SaaS infrastructure built for FAST and CTV ecosystems—enabling linear channel creation, dynamic ad insertion, program scheduling, and analytics at scale.
This deeply aligns with ZEE5’s ambition to broaden their reach, especially on smart TVs and CTV platforms.
What Amagi Will Power
24/7 FAST channel playout
Dynamic ad insertion & programmatic monetization via Amagi’s ad tech suite
Analytics & performance dashboards for content and ad metrics
Global distribution network and multi-platform scalability
4. What the Channels Will Offer
A curated, always-on mix of ZEE5’s extensive movie and series library, spanning genres like comedy, drama, horror, and cult classics.
Aimed at the digital-first viewers who prefer turning on a channel rather than browsing on demand.
ZEE5 is betting big on discoverability—users can simply pick and watch without searching.
5. ZEE5’s Vision: Engage, Expand, Monetize
Amit Goenka, President of Digital Business & Platforms at ZEE, explains this extends ZEE5’s strategy to deepen platform engagement, especially in the CTV space.
Ashish Sehgal, ZEEL’s Chief Growth Officer, notes the FAST channel launch reinforces ZEE5’s AVOD (ad-supported) approach, providing advertisers with targeted, high-viewership inventory .
6. Amagi Speaks: Cloud Innovation & Scalability
Srinivasan KA, Co-Founder & President of Amagi, states the collaboration combines ZEE5’s storytelling prowess with Amagi’s cloud-driven infrastructure, aiming to deliver “free entertainment at scale” while opening fresh monetization streams across CTV platforms .
7. Context & Timing: Why FAST Now?
Massive CTV & FAST Growth in India
Smart TV penetration is now over 10% of TV households, projected to double by 2024.
Ad-supported formats are flourishing: 4-in-5 Indians welcome ads in exchange for free content.
India’s FAST market is projected to grow from ~US$64M in 2023 to over US$104M by 2027, with ~150 million users tuning in.
With these trends escalating, ZEE5’s timing aligns perfectly with both viewer behavior and ad-market evolution.
8. Technical Backbone Powered by Amagi
Server-Side Ad Insertion (SSAI) through Amagi tools such as THUNDERSTORM: enables smooth, personalized ads.
Amagi ANALYTICS delivers granular insights (e.g., program-level performance) for better scheduling and monetization.
CLOUDPORT Platforms centralize playout across broadcast and OTT for seamless delivery.
9. Why It Matters for Viewers and Advertisers
For Viewers
Easy lean-back experience: skip the search, just watch.
Completely free, legal access to premium content—supported by ads, not subscriptions.
For Advertisers
Targeted reach on CTV screens—high-impact, video-first context.
Real-time audience tracking and personalized ad delivery via Amagi.
10. What This Means for ZEE5
Significant reach expansion across CTV platforms
Opportunistic AVOD monetization—moving beyond subscriptions
Content repackaging: ongoing value from evergreen and classic shows
If successful, ZEE5 sets a blueprint for OTTs to layer FAST channels on existing libraries.
11. What’s Next—Future Roadmap
Launch: August 2025 debut across major CTV platforms.
Channel growth: Gradual expansion of themed FAST channels—music, regional, etc.
Tech upgrades: Rollout of AI-enhanced ad formats, contextual targeting.
Analytics-led iteration: Use viewership data to refine programming and ad strategy.
12. Challenges & Considerations
| Challenge | Opportunity |
|---|---|
| Viewer awareness: Educating audiences about FAST vs. AVOD/SVOD. | Content marketing & in-app promotions. |
| Ad performance: CTV ads need relevance and engagement. | Amagi’s contextual and dynamic ad tools. |
| Content strategy: Scheduling mix must retain viewers. | Utilizing analytics to fine-tune programming. |
| Tech integration: CTV device fragmentation. | Amagi’s scalable infrastructure minimizes friction. |
13. Industry-Wide Impact
ZEE5’s launch validates India’s FAST market growth—likely spurring similar moves from Disney+ Hotstar, SonyLIV, JioCinema, etc.
With Amagi powering backend capabilities, the focus is shifting to scale, personalization, and monetization on free ad-supported platforms.
14. Broader Global Trend
Amagi’s global FAST reports confirm that TV networks now drive 30–40% of top FAST content, and user engagement metrics are rising 30–40% YoY.
India’s CTV shift mirrors global patterns: brands pivoting to multi-screen, ad-financed content.
Conclusion
ZEE5’s FAST channels, crafted with Amagi’s cloud-native infrastructure, may mark a turning point in India’s streaming evolution. By offering free, ad-supported content on smart TVs, ZEE5 taps into broader audiences while experimenting with new monetization paths.
As viewer preferences shift and CTV adoption rises, this launches could redefine OTT strategies in India. The success or challenges of this initiative will likely shape the next wave of digital entertainment and advertising in the country.
In short: if it works, expect every OTT giant in India to introduce their own FAST bouquet soon.
FAQs ZEE5 FAST Channels with Amagi
Q1: What does FAST stand for?
A: Free Ad‑Supported Streaming Television—a linear, scheduled TV experience delivered online.
Q2: When are the ZEE5 FAST channels launching?
A: Scheduled for August 2025, across CTV platforms .
Q3: Who’s the tech partner?
A: Amagi Media Labs, a cloud-based SaaS provider specializing in playout, ad insertion, and analytics.
Q4: What content will be available?
A: A curated mix of ZEE5 movies and series—comedy, drama, horror, cult classics, available 24/7.
Q5: How will ads be delivered?
A: Via server-side dynamic insertion through Amagi’s platform, enabling real-time ad personalization .
Q6: Is it really free?
A: Yes—no paywalls or subscriptions. Revenue comes from ad views.
Q7: What’s the viewer experience?
A: Lean-back, channel-style viewing—turn on, watch; no browsing needed.
Q8: Will it appear on mobile?
A: Focus is on Connected TVs, though smart devices might be supported later.
Q9: How big is India’s FAST market?
A: Expected to grow from US$64M (2023) to US$104M (2027), reaching ~150 million users.
Q10: How is FAST different from AVOD?
A: FAST replicates a scheduled-TV feel. AVOD is on-demand, user-driven viewing.
