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Frequently Asked Questions

What is Amagi MIX?

Amagi MIX is an online platform which helps you create your television advertising media plan. Amagi MIX is developed by Amagi Media Labs India Pvt Ltd. The online platform ensures that the advertisers, media planners and SMEs (Small & Medium Scale Entrepreneurs) get the opportunity to advertise on over 120 TV channels across India – nationally or regionally.

How does Amagi MIX benefit advertisers?

Amagi MIX benefits advertisers by bringing them on television at the click of a button and provides them with a media planning opportunity in a ‘Do It Yourself’ platform. Amagi MIX provides a unique opportunity to advertisers to buy spots on national TV but targets only region or market of their choice. For example, Zee TV is a premium national TV channel; advertisers can buy inventory in Zee TV but targets only Delhi, Mumbai or any other region of their choice. Amagi MIX provides targeting options across 22 different markets in India. The platform also provides an opportunity to advertise on regional TV channels like a Zee Marathi, Zee Tamil etc.

The technology behind Amagi MIX?

The technology behind Amagi MIX is a set of complex data analytics backed algorithm coupled with an in-house patented watermarking technology, which enables advertisers to create tailor-made and most optimised media plans for their advertising requirements.

Founders of Amagi MIX

Baskar Subramanian
A technology enthusiast, Baskar leads business strategy, investment, research, and development at Amagi.  Dividing his time between technology design and business strategy, Baskar ensures Amagi’s growth is in line with its vision of revolutionizing TV advertising in India. Baskar has several patents to his name and regularly mentors various start-ups and businesses. He holds a Bachelor’s degree in Technology from the Government College of Technology (GCT), Coimbatore.

Srinivasan KA
Srini leads the media technology business division and has been instrumental in conceptualizing cloud-based broadcast model, simplifying TV and OTT channel operations. Under Srini, Amagi has reached significant milestones, such as becoming the largest TV ad network in India and successfully deploying cloud-based feeds across more than 40 countries. As an established OTT and cloud technology evangelist, Srini regularly speaks at marquee broadcast events about how machine learning and cloud can reinvent video entertainment and advertising. He holds a Bachelor’s degree in Technology from the Government College of Technology (GCT), Coimbatore.

Srividhya Srinivasan
Srividhya Srinivasan is a technopreneur with close to two decades of experience in solving complex engineering problems through world-class product innovation. At Amagi, as Chief Technology Officer, Srividhya is responsible for building next-generation cloud technologies for broadcast and advertising across traditional TV and OTT platforms. Srividhya started her career at Texas Instruments as a software engineer, after graduating from Government College of Technology, Coimbatore, India. She regularly speaks at industry events and is based at Bangalore where Amagi’s R&D centre is located.

How can I create my first TV Ad?

There are many advertising agencies through which you can get your television ad created. Our team will share the technical specifications with you, and you can get your creative made basis that. In case you wish, we also facilitate advertisers for making TV creatives at cost-effective rates by our in-house creative team.

How can Amagi MIX help me create my first TV ad?

Amagi MIX has a dedicated in-house team which cost-effectively help you to create your TV ad. The team has an experience of creating over 6000 ads for various brands. You can request for samples on

What are the duration of TV ads which can be made?

TV ads can be customized for durations such as 10 secs, 15 secs, 20 secs, 30 secs, and 60 secs.

Are there any offers on creating TV ads?

Kindly check our offers page on the website or contact us on

Can I have multiple TV ads made and used in a single campaign?

You can but on a single day, on a single channel for a single market, only 1 ad will be played.

Can my existing old ad be edited by Amagi?

It can be. However, we will require the original file source to keep the quality/output consistency. Also, your existing old ad will need to be validated based on guidelines by the broadcasters (channels you wish to advertise on).

Could I have different ads across different geography in one campaign?

You can have multiple options for this. However, on a single day on a single channel for a single market, only 1 ad will be played.

What is a TV Media Campaign?

A TV media campaign is the creation of a media plan comprising of marketing goals and budgets. This involves defining the purpose of the campaign, selection of channels, regions, audience, creating a television ad, and tenure of advertisement on television.

How will it benefit me to advertise on Television?

Advertising on television benefits in all case. If you are a national brand, then it helps you to reach out new customers across a geography or helps you regionalize your product offerings and also conduct a region-specific test marketing of a new product launch.

In case you are a regional brand, then advertising on television takes you to new territories and connect with new customers, dealer, and vendors.

Most importantly, television helps you increase your brand reach across new markets. With Amagi MIX, you can create your own media plan and understand the long-term benefit it offers.

How can I create a TV Media campaign online?

You can create your own TV media plan online with Amagi MIX. The platform is India’s largest media planning and buying platform for businesses across India.
After you create your account, in 5 simple steps you can create your media plan and ensure to start your television campaign in 7 working days.

What are the steps in creating a TV Media campaign online? Can I see a demo?

With Amagi MIX, you can create your television advertising plan in 5 easy steps. Please see the video below for a step by step guidance. In case your query is unsolved, connect with us on


 What is the minimum budget required?

Amagi MIX encourages first-time advertisers to advertise on television. There is no set minimum budget requirement. You can create your plan at the budget of your choice.

Can I create my own TV ad through Amagi?

Yes, you can create your own television ad, through Amagi MIX’s in-house creative team. These are flash ads and are very cost-effective. Ads can be shot at locations with models (which will be charged at higher costs) or create in-house (recommended). The in-house creative team has created more than 6000 commercials for brands. If you wish to view a few samples, kindly raise a query to us on

Will Amagi use my creative ad which was made earlier / outside?

Every broadcaster has certain rules and regulations regarding the creatives and brands advertised on their channels. At Amagi MIX, we do use existing creative ads of clients, if they do not violate the norms set by broadcasters, qualify the tech-check required for airing a creative and are relevant to the campaign advertised for.

Can I create multiple plans for different regions?

Yes, you can get multiple ads created from our team, or use existing ones in case you have already made earlier. However, they must be relevant to the campaign and fall under the guidelines of the broadcasters.

Does Amagi offer any discounts on the Ad rates?

Every year across various festival seasons, Amagi MIX does offer discounts on the ad rates and creative fees. These are defined on a minimum commitment basis and the discounts vary from offer to offer.

How do I make the payment?

There are multiple modes of making the payments. You can safely make an online payment on the Amagi MIX site. In case you are unsure of making a full payment, then we also have the avenue of making a part payment. You can also make a payment to us via NEFT / RTGS, Credit/Debit Card or write us a cheque. The details for the same are mentioned in Step 5 when you create your campaign.

How will I get a confirmation on the payment made?

You will receive an auto-generate intimation from our team on confirmation of your payment made within 24 business hours either through e-mail or a callback. In case, you do not hear from us, kindly immediately send an email to with your query. You will also receive a consolidated invoice at the end of the campaign/service delivery.
Can I make the payment after my campaign is live?
No, Amagi MIX works on 100% advance policy. Inventory will be blocked and the campaign will be scheduled post making the payments and RO.

If I make the payment today, can I start the campaign tomorrow?

It takes 7 working days for a campaign to be scheduled. However, we try our best to expedite the process which is subject to channel inventory availability.

What happens after I make the part of full payment?

After the payment is made, our team will contact you back on your details shared within 24 – 48 hours for further handholding. You will have a dedicated customer service associate who will ensure that you have the best of Amagi MIX experience and your campaign is executed successfully.

Can I stop or pause my ad?

You can choose to stop or pause your ad campaign through our dashboard at any moment of time. However, we recommend you to first get in touch with the service associate assisting you during the campaign and then proceed ahead. It will help us understand your concern better and enable refunds at the earliest.

Could anybody guide me through the entire process after payments?

 After completing the payment formalities, a team member from Amagi MIX will contact you in the next 48 business hours. They will probe you more on your requirements and will be your point of contact all throughout the tenure of the campaign. Also, in case you wish to extend or pause the campaign, it’s better to consult with the representative. This will help us in scheduling the refund process. In case your clarifications are unsolved by our team or there is a lack of support, you can notify us the same on

How many times a day will my ad be played?

This will depend on your budget and channel mix. Basis ‘Day Parts’, a minimum number of ‘spots per day’ differ for each channel. You will get the detailed spot schedule as part of the campaign-planning process.

Is there a minimum campaign duration?
The minimum duration is one week.

Can I run my campaign on specific days and prime-times only?

This will not be possible. Your campaign will be a healthy mix of prime-time & non prime-time spots across weekdays and weekends.

What are TV channels?

TV channels or Television channels are the content which is displayed on a television. In India, there are over 800 channels spread across regions and genres such as entertainment, sport, music, lifestyle, religious, news etc.

How many types of TV channels are there?

There are various genres of television channels such as Sports, GEC (general entertainment channels – Colors, ZEE TV), News, Movies, Cartoons, Lifestyle, Kids etc.

What is the difference between cable and DTH?

A cable channel is a channel which is available directly via a cable connection to the television. These are distributed over optic fibres. Companies such as ACT, Hathway, DEN are few companies which provide cable connections.

Direct-to-Home (DTH) television is a method of receiving satellite television by means of signals transmitted from direct-broadcast satellites. DTH does away with the need for the local cable operator and puts the broadcaster directly in touch with the consumer. Companies such as TATA Sky, DISH TV, Airtel, Reliance Digital provide this kind of services.

What are National and Regional channels?

National channels are channels which are broadcasted across India. These channels have a greater pan India reach and are recommended for advertising if a brand intends to do a campaign across the country. Channels such as ZEE TV, Colors, Star Plus etc. are National channels.
Regional Channels are broadcasted across a region and they cater to regional audiences. These are varied based on language, preference and content type where the regional flavor is the key. Channels such as Udaya News, Chintu TV, Zee Marathi, ETV, etc. are regional channels.

Can I advertise on cable and DTH channel across India?

You can make your selection across cable and DTH channels across. For this, we recommend you to follow our channel selections spread which you see while making you TV campaign plan.

What are Geo-Targeted TV ads?

Let us explain this with an example – if you are watching Big Boss on Colors TV at 10 PM in Mumbai and your friend is watching the same programme on the same channel at the same time in Delhi; at a particular ad break, you will see a different advertisement and your friend will see a different advertisement. This is possible due to targeting different ads across different regions on a particular channel at a particular time (hence Geo-Targeted TV ads).

How do I make the channel selections?

To determine your channel selection, we advise you to formulate the core objective of TV advertising (Why is a TV advertising necessary for your brand) first. Once you are sure on the objective, kindly log on to and register to make your plan. Post it, you will be guided to make an audience, budget & market selection, and based on these the algorithms will give you the right media plan with certain channels. In case you wish to create on your own, you can decide on the genre (sports, entertainment, news) and then pick the channels separately based on the list available and the costing.

Why is Amagi MIX showing me pre-selected channels?

Amagi MIX showcases you the best fit of channels basis your target audience, budget and industry which is derived from the data analytics backed complex algorithm at the back end.

Can anybody guide me on selecting the right channels for TV ad?

Once you create a profile, enter your details and have saved the plan selected, you can immediately write back to us for further assistance on Also, since you have already saved your profile, our representative will get back to you (in 48 business hours), as your details will now be available to us.

What if my channel is not available?

Amagi MIX has currently partnered with over 120 channels for targeted and non-targeted advertising services. However, since we are expanding our association with new broadcaster and channels, there are possibilities, that you might not find a channel of your choice.
In that case, we request you to leave a detailed message to us on, indicating the channel of your choice not being available and we will ensure that we get back to you with an immediate alternative solution.

Will my ad be shown across all homes in the selected region (when region selected is not ‘All India’)?

Channels that are marked as targeted will be shown only in homes with cable connection in the selected region. Channels that are marked as non-targeted will be shown in homes with cable as well as DTH connection all over India. It is important to note that since targeted channels are shown only in homes with cable connection and not DTH connection, you will be offered these channels at a significant discount.

I have selected ‘All India’ as my region. What do targeted channels mean in this context?

If selected region is ‘All India’ then channels that are marked as targeted, will be shown all over India but only in homes with DTH connection.

Will I get enough coverage if my ad is shown only in homes with a cable connection?

As per industry estimates, more than 75% of households in India have a cable connection. You can be assured that your ad will be seen in a majority of households.

Can I show my ads to homes only with DTH connection?

You can show your ads to homes with DTH connection. For this, select targeted channels under ‘All India’ region. In this case, your ad will be shown in all homes in India with DTH connection. You cannot show ads to homes with DTH connection only in a certain region.

Can I change the way my ad spots are scheduled?

The schedule is recommended by the Amagi MIX algorithm after considering spot availability as well as the best way to play the spots. If you have a specific requirement, please let your campaign manager know and we will try our best to accommodate it.

What are the Amagi MIX Offers and packages?

In the best interest of advertisers, Amagi MIX regularly promotes offers and packages on the website. The discounts on ad rates, bundled packages of few channels and other festival-related offers are showcased. We encourage our potential advertisers to make the best of such offers and packages. These benefit you in creating your TV ad, in getting price transparency,  booking your television campaign at the best rates in advance and bring in more savings on bulk bookings.

How do the offers and packages benefit me?

Offers provide you discount on existing ad rates. They are also designed in a manner to provide your brand more visibility and reach, at a lesser cost.

What if my coupon code is not working?

You can immediately notify us through our social Facebook page, or write to us on and our service associate will get in touch with you shortly.

Do the campaign offers have price protection for future dates?

In case you have submitted your booking within the offer dates, the quotes will be held on for up to 14 days. In case you have initiated a payment, the rates will be completely blocked for you till all payments are cleared before the campaign starts.

Can two Amagi MIX Offers be clubbed together?

Two offers cannot be clubbed together.

Are there any hidden costs to the offers?

All Terms and Conditions are mentioned with every offer which is promoted. We request you to kindly go through the same for clarity. In case of clarifications, you can write back to us on

Is the GST cost included in the package cost?

No. The channel costs are net rates.

What happens if my ad is not played during the scheduled spot?

We will make up to you by playing the ad within the campaign duration. If you don’t want the ad to be rescheduled, we will refund your amount on basis of the number of spots which were dropped (pro rata basis).

Will I get my refund in case I stop my campaign midway?

Yes, you will be entitled to a refund. You are kindly requested to wait for a period of up to 2 weeks (10 working days), for the refund to be credited to the transactional account.

My online transaction failed, what next?

At Amagi MIX, we have partnered with the most reliable and secure payment gateway service provider. In case the amount has been credited from your account and has not been received by us, your bank will reimburse the amount back to your account within 7 working days. In case the amount has been received by us, we will notify you on the confirmation of the same in 48 working hours.

Is there any cancellation charges immediately before the campaign goes live or in between?

There are no cancellation charges. However, in the best interest, we recommend you to intimate us earlier in advance to understand better and guide you. The booked logs need to be honored.

What if the Ad Rates are revised after a booking made by me?

There are two scenarios to this.

In case a campaign is selected in your profile, and there is a revision in the ad rates by the broadcaster, the revision will be automatically adjusted to the quote.

In case, you have selected and submitted a campaign, the rates applicable will be held on for up to 14 days. If no payment is initiated in the 14 days’ time slot, the rates will be revised to the new rates applicable as per the broadcaster.

Day Part

Day Part refers to segmenting a day into parts based on the programming schedule, which is usually decided by a Broadcasters. Advertisers can book an advertisement into a selected daypart based on TV consumption behaviour of the target audience (the times of day the target audience tends to watch television).


The total number of times an ad is seen across a campaign (irrespective of repeat views by the same person). The total number of impressions can be figured out by multiplying reach by frequency.

Media Buying

Media buying is the task of purchasing pre-arranged media space from the broadcaster, on behalf of the end advertiser. A media agency usually ensures to secure the most appropriate media space at the best price.

Media Planning

This refers to the creation of a media plan in sync with the advertising strategy decided by the advertiser. Amagi MIX enables you to create an optimised media plan by yourself.


A spot refers to the exact time an ad will be played on TV.

Target Audience

TA refers to the category of people which an advertiser is looking to engage with. Amagi MIX helps you create your media plan basis your target audience.

Average Rating

AR refers to the average viewing figure for a commercial, program, TV channel or ongoing campaign.


The percentage of the universe who saw a TV program at a given time


SOV or “share of voice” is the share of a total ad investments in a particular category. A high SOV means that your brand is seen much in relation to your competitors, a low SOV does just the opposite; your competitors are more visible than you.


A scheduling technique where a brand’s commercial airs at approximately the same time on multiple channel networks in a market.


A time-weighted figure which accounts for time spent by a TV viewer along with the Total Reach

Average TVR

The Mean TVR achieved within a specified period provided for the same market & for the same target audience.
Television rating point (TRP) helps determine a programme which is viewed the most. Also, gives an index of the choice of audience and also the popularity of a particular channel.

GRPs (Gross Rating Points)

GRPs or (Gross Rating Points) is the summation of all the TVRs (television ratings) achieved within a period. It can be for a genre, channel, daypart, market, target audience, program or combinations of them.

CPRP (Cost per Rating Point)

It is the amount an advertiser invests to achieve a TVR (television rating) of 1 for a commercial. It is also an effectiveness score which evaluates the value of spots.

Reach Based Media Plan

This enables a reach to a maximum number of people. Benefits an advertiser in case of a product launch, promotional offers etc.

Frequency Based Plan

This helps get more GRPs-benchmark with sales/competitors. Ensures a better brand recall and awareness. Also, assists in pushing the purchase cycle.