Tata Play, one of India’s leading Direct-to-Home (DTH) service providers, is deepening its foray into addressable advertising through an expanded collaboration with Zee Entertainment Enterprises Ltd. (ZEEL). Building on the success of its initial rollout, the partnership now brings targeted ad capabilities to Zee Cinema SD—a widely viewed channel—reaching premium households across India’s top eight metro cities.
With its Addressable TV Ads platform already catering to over 8.5 million viewers, Tata Play is unlocking new dimensions in personalized TV advertising by combining the trusted reach of television with the precise targeting typically associated with digital media.
Pallavi Puri, Chief Commercial and Content Officer at Tata Play, emphasized the strategic value of this partnership: “Addressable advertising marks a significant step forward in enhancing the effectiveness of television as an advertising medium. By combining the broad reach of TV with the precision of digital, we are enabling brands to connect more meaningfully with audiences.
Our partnership with ZEEL further strengthens this offering by bringing targeted advertising capabilities to some of the country’s most watched entertainment channels, backed by measurable outcomes and advanced audience segmentation.”
From ZEEL’s perspective, the initiative aligns with its innovation-first approach to broadcast advertising. Ashish Sehgal, Chief Growth Officer at ZEEL, noted: “Television remains the most powerful medium for mass storytelling in India — and at ZEE, we’re constantly innovating to make it even more impactful for our brand partners.
Our collaboration with Tata Play on Addressable Ads marks a significant milestone in redefining the television ad experience. By enabling precise audience targeting for brands on a mass reach platform like Zee Cinema SD, we’re merging the scale of television with the personalization of digital.
This partnership truly blends the power of premium content with next-gen technology to drive better engagement and result-driven brand communication on TV.”
With Tata Play holding 32% of India’s DTH market, this joint effort equips advertisers with a highly effective tool for precision targeting, viewer engagement, and return on investment—all within a trusted, broadcast environment.
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