The agentic AI platform is currently in its alpha phase and undergoing internal testing on live campaigns, with a broader rollout expected at a later stage.

JioStar is developing Tara.ai, an agentic AI platform designed to help advertisers plan campaigns around premium content on connected TV (CTV). The initiative reflects the broadcaster’s efforts to move beyond traditional digital advertising metrics such as impressions, clicks and conversions.

Announced by Bhaskar Ramesh, Head of Entertainment Sales (Digital) at JioStar, during FICCI FRAMES 2026, Tara.ai is currently in alpha and has not yet been launched. The platform aims to address the fundamental differences between advertising on individual mobile screens and shared-viewing environments on connected televisions.

Tara.ai integrates two key data ecosystems. On the advertiser side, a Brand Knowledge Graph captures product information, brand history and contextual insights. On the JioStar side, a Content Graph maps shows, genres and deterministic audience data, including co-viewing patterns, frequency and viewer segments.

By bringing these four data layers together, the platform aims to generate media plans tailored to premium content, rather than relying on conventional metrics largely designed for user-generated content and individual-screen consumption.

Connecting content consumption with commerce

JioStar is also exploring opportunities to bridge entertainment and commerce. Ramesh highlighted the company's partnership with Instamart, which enables viewers to shop while watching content and complete transactions through their smartphones.

The initiative reflects a broader effort to turn content engagement into actionable commerce opportunities.

Rising CTV viewership drives new advertising opportunities

The development of Tara.ai comes amid growing connected TV consumption on JioHotstar.

According to Ramesh, CTV's share of total watch time on the platform has increased from 20% in 2022 to 43% in 2026. In South India, the contribution of CTV exceeds 56% of total watch time, based on the company's data.

JioStar currently reaches approximately 50 million connected living rooms through entertainment every month. The company also projects that India's overall CTV base will expand to 100 million households over the next 24 to 36 months.

These trends underscore the need for advertisers to adopt strategies that account for the distinct nature of CTV consumption. Unlike mobile viewing, CTV is often a shared experience, with consumption patterns that differ from both linear television and mobile platforms.

Ramesh noted that CTV audiences demonstrate stronger viewing activity during weekend afternoons, alongside later evening peaks, highlighting the importance of context and viewing behaviour in campaign planning.

With Tara.ai, JioStar is looking to build an advertising ecosystem that aligns brand objectives, audience insights and premium content, while adapting media planning to the evolving dynamics of connected television.