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Popular Indian news channel Aaj Tak expands North America reach
Move taps growing CTV and FAST demand to deliver Hindi news and targeted advertising to diaspora audiences
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Staff Reporter - Mon, 27, Apr 2026
- 16:34 EDT
- 47
Representative Image / Handout
Aaj Tak has entered into a strategic partnership with Swift TV to expand its digital footprint across the United States and Canada, targeting the growing South Asian diaspora through connected TV (CTV) and free ad-supported streaming television (FAST) platforms.
Through the partnership, Aaj Tak will deliver real-time Hindi news in a lean-back, television-style format across connected devices, making its content more accessible to audiences in North America.
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The collaboration comes amid a surge in CTV consumption, particularly among younger and digitally native audiences who are increasingly shifting away from traditional broadcast toward streaming-based viewing experiences, a release stated.
The move also includes integration of The Lallantop, a digital-first brand under the India Today Group, known for its youth-focused storytelling and high-engagement journalism. Together, the offerings are aimed at strengthening appeal among younger viewers while deepening engagement within the South Asian community.
For advertisers, the partnership is positioned as a step toward more measurable and targeted television advertising. By combining Aaj Tak’s editorial ecosystem with Swift TV’s FAST infrastructure, the collaboration offers brands access to deterministic, first-party data targeting, advanced audience segmentation, and transparent metrics such as reach, frequency, and attribution.
Abhishek Singh, founder of 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 offers more than 175 live channels and reaches over 5 million users globally. The company is expanding its presence in the U.S. and Canadian markets by building a FAST ecosystem that combines international content with performance-driven advertising solutions.
Discover more at New India Abroad.
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