Start with programmatic. For most India FAST channels in 2026 — particularly new channels with small audiences — programmatic advertising through SSPs is the only realistic path to monetisation from day one. Direct sales require a sales team, advertiser relationships, and enough audience scale to make a direct conversation worthwhile for a brand buyer. Most new FAST channels do not have these conditions at launch.
Programmatic works through server-side ad insertion (SSAI) connected to one or more SSPs. The SSP runs real-time auctions for each ad break. Winning bids are stitched into the stream automatically. No sales calls, no proposals, no campaign management from the publisher side — just inventory available in the market. The downside is that India CTV programmatic demand is thin, which means fill rates and CPMs will be lower than a well-sold direct campaign. This is the trade-off: programmatic is easy but underprices your inventory; direct sales are harder but command higher CPMs and guaranteed fill.
When to add direct sales to your FAST channel
Consider pursuing direct deals when:
- Your channel reaches a minimum threshold of 50,000–100,000 monthly unique viewers (a rough benchmark, not a hard rule).
- Your content has a clear brand alignment that makes a direct pitch compelling (news attracts BFSI and auto; lifestyle attracts FMCG and beauty).
- You have someone on your team who can manage advertiser relationships and campaign delivery consistently.
The hybrid model: best of both
The mature approach is programmatic as the base with direct deals for premium inventory. Direct-sold campaigns get first priority on prime-time slots at negotiated CPMs. Unsold direct inventory and all off-peak slots go to programmatic. Programmatic backfills any underdelivery on direct campaigns. This combination maximises revenue per hour while maintaining the simplicity of programmatic for the bulk of inventory. Build toward this model; do not try to build both from day one.
Full guide
For a complete explanation, read: Programmatic vs direct sales for FAST channel monetisation in India