RunnTV has entered into a new partnership with Coolita to expand premium FAST channel distribution and Connected TV monetisation across India.
Through this collaboration, viewers on Coolita-powered Smart TVs will get access to a wide mix of premium FAST channels, spanning movies, entertainment, music, kids’ programming, news, lifestyle, devotional content, and regional favourites. By pairing Coolita’s fast-growing Smart TV ecosystem with RunnTV’s end-to-end FAST technology and monetisation tools, the two companies hope to speed up FAST adoption while opening new opportunities for content owners, advertisers, and viewers alike.
The partnership brings together two major players in India’s connected TV market. RunnTV, a leading FAST distribution and monetisation platform, will work with Coolita, one of the country’s fastest-growing Smart TV operating systems, to expand access to premium content and create new opportunities for advertisers.
Coolita already has a solid footprint in India, with more than 5 million active devices through partnerships with major Smart TV brands. Its lightweight operating system, localised user experience, and easy content discovery have made it a name to watch in the connected TV space.
“Connected TV and FAST services are growing quickly in India,” said Manish Sinha, Founder and CEO of RunnTV. “Working with Coolita allows us to strengthen the infrastructure needed to support that growth. It will help content owners reach more households, give advertisers better access to Connected TV audiences, and offer viewers a wider choice of free television.”
As part of the deal, RunnTV will bring its proprietary FAST technology, covering channel playout, scheduling, distribution, and monetisation, to power a premium FAST experience on Coolita devices. The partnership is expected to widen the reach of top FAST channels while creating fresh advertising opportunities for brands looking to tap into Connected TV audiences.
“We are excited to partner with RunnTV to enhance the entertainment experience for our users in India,” said Coco Lee, CEO of Coolita. “RunnTV’s expertise in FAST channel operations and monetisation, combined with Coolita’s growing Smart TV ecosystem, will help expand access to premium free television while driving the next phase of FAST growth in India.”
The partnership comes as Connected TV and FAST viewing continue to grow in India. It is expected to widen access to premium ad-supported content and provide advertisers with new opportunities to reach connected television audiences.
