At the SATCAB Symposium 2025, industry leaders discussed the growing influence of Connected TV (CTV) on media, employment, and advertising. The event, organized by the Indian Broadcasting Foundation, focused on how CTV is reshaping content consumption and business models.

Journalist Upendrra Rai outlined the evolution of television in India, from its introduction in 1959 to the launch of color TV in 1982. He noted that the biggest shift is now underway, with CTV driving a transition from linear broadcasting to digital, data-driven content delivery.

CTV and AI: Shaping Employment and Media

Upendrra Rai positioned AI as a key force in this transformation, describing today’s digital shift as the eighth phase of human evolution. He addressed concerns about AI-driven job losses, arguing that automation will create more opportunities than it displaces. “If 80% of jobs are lost, then 95% new jobs will be created,” he said, pointing to emerging roles in data analytics, AI-driven content development, and targeted advertising. He highlighted how AI is shaping CTV through personalized content recommendations based on viewer data. AI-driven ad targeting to optimize marketing spends. Shoppable TV, integrating commerce with content. Compact, portable viewing devices, altering traditional television formats.

CTV’s Impact on Advertising and Content Distribution

With audiences shifting to CTV platforms, advertisers are increasing investments in programmatic ad placements and interactive formats. Broadcasters are adapting by integrating on-demand services, AI-driven content suggestions, and targeted ad models.

Rai pointed to the role of Indian executives in leading global tech firms and projected advancements in mobile technology, AI integration, and transportation. He cited Elon Musk’s approach to innovation, emphasizing persistence in technological progress.

As CTV adoption grows in India, industry players are rethinking content distribution, monetization strategies, and audience engagement. The shift marks a significant change in how television is consumed, with AI and data analytics playing a central role in defining the future of media.