New mandate strengthens CTV Scale India business with senior strategic consultant

The Connected TV first advertising platform has brought senior media leader Abhishek Katiyar on board as a strategic voice for its India operations, deepening the CTV Scale India business focus at a time when connected screens are maturing as a brand medium.

CTV Scale, a strategic initiative of Omniscale Media, has appointed Katiyar as strategic consultant for its India business. The platform positions connected TV as an advanced form of linear television and is built to help advertisers use video, native and display formats across a fragmented connected TV landscape.

The company describes itself as the only player that enables brands to run creative storytelling formats across multiple connected environments through a single platform, treating the medium as one of the most impactful options for advertising. The new consulting role is intended to sharpen that proposition and support scale.

Katiyar brings 20 years of experience across digital media, brand growth and enterprise sales. He has previously held senior business roles at Disney Star Sports and Big FM, giving him exposure to both broadcast scale and audio led networks. He is also the founder of Stravara Global, a media consulting firm, and serves as strategic board advisor at Mobligent Media.

Commenting on the appointment, Arun Raghav, president of CTV Scale, said the company is focused on delivering value in the connected TV media industry through transparency, impact and innovation. Bringing Katiyar on board, he added, is a deliberate step to secure the right guidance as the team evolves its strategy, trust and business.

Raghav described the appointment as a move that will add substantial value as the platform refines its roadmap and deepens relationships with advertisers who are increasingly seeking accountable connected TV solutions.

Katiyar said he is excited to work closely with what he called a transformational team. He praised the clarity with which the company views connected TV as a medium and its focus on building a connected TV first advertising technology ecosystem. He added that he looks forward to contributing to that growth journey.

The consulting mandate comes as marketers look for more structured ways to buy and measure connected TV, moving beyond experimental budgets into scaled campaigns. Platforms that can replicate the familiarity of television while adding the precision of digital are well placed to benefit.

By combining a clear product thesis with senior advisory experience across sports networks, radio and consulting, CTV Scale is signalling that it wants to play a more central role in how brands plan connected screens. The impact of the appointment will be seen in how effectively the platform can convert advertiser interest into long term relationships and repeat investments across video, native and display inventory.

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