Kolkata: ZEE5 is set to enter the Free Ad-Supported Streaming Television (FAST) segment in India this August, as it deepens its Connected TV strategy, according to a press release on Friday.

The platform has partnered with Amagi Media Labs Ltd., a leading provider of cloud-based broadcast and streaming technology, to deliver a curated, always-on selection of free entertainment across connected devices and smart TVs.

The upcoming FAST channels will feature a diverse slate of content—including films and series spanning genres such as comedy, drama, horror, and cult classics—designed to cater to the growing demand for premium, free-to-watch entertainment.

Amit Goenka, President, Digital Business and Platforms, Zee Entertainment Enterprises Ltd., said the move supports ZEE5’s broader objective of expanding reach and simplifying access for India’s evolving digital audience.

“The launch of FAST channels aligns with our strategy to deepen platform engagement and expand reach, especially on Connected TVs. It’s a step forward in how we simplify access and drive better discoverability for the evolving digital viewer,” he said.

“As viewing habits evolve, we believe strong storytelling should meet consumers in formats that are seamless and scalable. FAST is a step in that direction, through repackaging our content to drive deeper engagement across new access points,” he added.

Ashish Sehgal, Chief Growth Officer, ZEEL, said the collaboration with Amagi has helped ZEE5 build a robust infrastructure for seamless FAST delivery.

“The connected TV ecosystem in India is rapidly evolving, and ZEE5 is proud to be at the forefront of this shift,” he said.

“With Amagi as our technology partner, we’ve built a robust, scalable infrastructure for FAST delivery, ensuring seamless content discovery, dynamic ad-insertion, and real-time monetization. This launch strengthens our AVOD strategy while providing brands and advertisers a high-impact environment to engage audiences at scale,” Sehgal noted.

Amagi’s Co-founder and President – Global Business, Srinivasan KA, called the partnership a milestone for the Indian streaming space.

“ZEE5’s foray into FAST channels marks a pivotal moment for the streaming ecosystem in India, and we’re proud to be chosen as their partner in this transformation,” he said. “This launch brings together ZEE5’s rich content heritage and Amagi’s cloud expertise to deliver improved quality, free entertainment at scale.”

The initiative is expected to significantly boost ZEE5’s connected TV viewership and further solidify its AVOD (Advertising Video On Demand) proposition.

With round-the-clock access to popular shows and films, the FAST channels aim to serve the digital-first preferences of India’s new-age households.