The proposed India CTV & FAST Council has opened an Expression of Interest for organisations to help shape industry standards, advertising transparency, audience measurement and governance, with submissions closing on October 31, 2026.

India’s connected television and free ad-supported streaming ecosystem could be moving towards a more unified industry framework, with the proposed India CTV & FAST Council (ICFC) inviting organisations to join as Founding Members and help shape its priorities, governance and future direction.

Announced in New Delhi on October 14, 2026, the initiative has opened an Expression of Interest (EOI) for organisations across the ecosystem, including broadcasters, content owners, streaming platforms, advertisers, agencies, advertising technology providers and measurement and infrastructure companies. The deadline for submissions is October 31, 2026.

The initiative follows an industry roundtable convened by Runn Media Labs, the company behind RunnTV, in September 2026. Discussions from the meeting informed the development of an open Common Charter, designed to encourage broader participation and feedback from the industry.

Organisations participating in the roundtable included JioStar, Zee, Shemaroo, Magnite, The Trade Desk and CloudTV, among others.

Building a More Transparent Streaming Ecosystem

At the heart of ICFC’s proposed mandate is the ambition to foster an inclusive, fair and sustainable connected television (CTV) and Free Ad-Supported Streaming TV (FAST) ecosystem through collaboration, research, knowledge-sharing and innovation.

The Council aims to promote trusted and privacy-safe audience measurement, greater advertising transparency, fraud prevention, common industry standards and fair, interoperable distribution frameworks. It also intends to advocate for a progressive, transparent and non-discriminatory policy environment that safeguards industry and consumer interests while supporting equitable participation and value distribution.

Manish Sinha, Founder and CEO of RunnTV, said the initiative represents a collective effort shaped by the wider industry’s priorities and aspirations. He invited organisations to submit an Expression of Interest, contribute their perspectives and participate in shaping the future of India’s CTV and FAST sector.

Five Proposed Areas of Focus

The Common Charter outlines five initial areas of focus that will guide the Council’s early priorities:

Audience measurement: Developing trusted approaches to understanding audiences across connected television and streaming environments.
Advertising transparency and fraud prevention: Encouraging greater accountability and confidence across the digital advertising ecosystem.
Industry education: Supporting knowledge-sharing and awareness across the sector.
Distribution: Advancing fair, interoperable distribution practices.
Policy and regulatory engagement: Contributing to a transparent and progressive policy environment.

The Charter is guided by principles of trust and independence, measurement excellence, harmonised standards, collaboration and inclusivity, alongside sustainable growth with practical industry impact.

These initial priorities are not fixed. They may be reviewed and refined by an Interim Steering Committee comprising representatives from organisations participating in the founding process.

An Industry-Led and Inclusive Approach

ICFC proposes a governance framework built around balanced representation, transparency and independence. Its stated approach includes safeguards against disproportionate influence by any single stakeholder group, with the aim of creating a platform that accommodates the interests of different participants across the ecosystem.

The proposed Council intends to bring together businesses operating across content creation, distribution, streaming, advertising and measurement, creating a forum for collaboration on issues that extend across the CTV and FAST value chain.

What Happens After the EOI?

The current invitation is a non-binding expression of interest. Submitting an EOI does not create a membership obligation or any governance or financial commitment.

Once the submission window closes, an Interim Steering Committee will be formed from the participating organisations to take forward discussions on ICFC’s governance, operating model, funding requirements and legal establishment.

Until the Council’s legal entity is established, Runn Media Labs will continue providing secretarial and financial support. The Interim Steering Committee will determine the proposed legal and governance structure, funding requirements and contribution framework.

No funds will be requested or transferred at the EOI stage. Any approved contribution will become payable only after the legal entity has been established and is operational, with an official bank account in its name.

How Organisations Can Participate

Eligible organisations can review the publicly accessible Common Charter and submit their Expression of Interest to participate in the founding process.

Important dates and links

Announcement: October 14, 2026
EOI deadline: October 31, 2026
Common Charter — Executive Summary: https://tinyurl.com/4vcs4sr9
Full Common Charter: https://tinyurl.com/5a3asfuk
Founding Members EOI: https://forms.gle/tc2QDvzbSs37HQRQA

The Road Ahead

As connected television and ad-supported streaming evolve, industry-wide coordination on measurement, transparency, distribution and standards could become increasingly significant for India’s media and advertising businesses.

The proposed India CTV & FAST Council seeks to create a collaborative foundation for addressing these shared priorities. With the founding invitation now open, the next phase will depend on industry participation and the collective decisions of the organisations that choose to help shape the Council.

ICFC is envisioned as an independent, inclusive, industry-led and not-for-profit body. Its final governance, operating framework and priorities will be determined through the founding process and subsequent deliberations of the Interim Steering Committee.