Frodoh partnered with STAGE to bring first-screen ads to its OTT app
CE DESK 
AdTech firm Frodoh has partnered with regional OTT platform STAGE to introduce a first-screen monetisation framework on its OTT app. The announcement was made on Tuesday, September 8, 2026. Under the partnership, Frodoh will deploy a Connected TV (CTV)-first technology stack on STAGE’s app. The goal is to unlock incremental advertising revenue for STAGE without interrupting the core viewing experience. The framework focuses on high-attention placements on the home screen and discovery interface, rather than mid-content ad breaks.
Frodoh’s first-screen framework is designed around session depth, viewing intent and discovery behaviour unique to CTV environments. The technology uses these signals to determine where and when to show brand placements. Ads will appear as native, non-intrusive units within the platform’s discovery journey. This means users will see brand messages while browsing content, selecting shows or exploring categories. Once they start streaming a movie or series, the content itself will remain free of advertising. This approach tries to balance monetisation with user experience.
The offering will be available across STAGE’s language verticals. These include Haryanvi, Rajasthani, Bhojpuri, Gujarati, Marathi, Bengali and Hindi. STAGE positions itself as a language-first OTT platform. It focuses on regional stories and audiences that are often underserved by mainstream streaming services. For advertisers, this creates access to high-intent regional viewers in a premium, brand-safe environment. For STAGE, it opens a new revenue stream that does not rely on subscription fees or mid-roll ads.
Vinay Singhal, CEO and Co-Founder at STAGE, said the partnership will help the platform explore a new monetisation layer within the discovery experience. He noted that content consumption will remain uninterrupted. He described the model as a way to generate additional revenue while protecting the viewing experience. For a regional OTT platform, this is important. Many users in smaller towns and non-metro markets are sensitive to ad-heavy experiences. A first-screen model can be less intrusive than traditional pre-roll or mid-roll formats.
Russhabh R Thakkar, Founder and CEO of Frodoh, said the company aims to help regional OTT platforms make better use of high-attention advertising spaces without affecting the viewing experience. He described Frodoh’s first-screen framework as built to help regional OTT platforms unlock high-attention inventory. He said the partnership with STAGE brings this model to a diverse set of language-first audiences. Frodoh sees this as a scalable approach that can be extended to other OTT players over time. The focus is on creating a repeatable monetisation model for regional and niche streaming services.
The partnership reflects a broader trend in the OTT and CTV advertising market. As streaming grows, platforms are looking for ways to monetise without driving users away. Subscription fatigue is real in India. Many consumers are unwilling to pay for multiple OTT services. At the same time, brands want premium, measurable digital video inventory. First-screen and discovery ads offer a middle path. They allow platforms to earn ad revenue while keeping content free or low-cost. They also give advertisers access to engaged audiences in a lean-back, big-screen environment.
For Frodoh, the STAGE deal is a validation of its CTV-first ad tech stack. The company has been building capabilities around intent-based targeting, session-level analytics and native ad formats. By partnering with a known OTT brand like STAGE, Frodoh can showcase its framework in a live environment. If the model delivers strong viewability, engagement and brand lift, it could attract more OTT partners. For STAGE, the deal strengthens its position as an innovator in regional streaming. It also gives the platform a differentiated monetisation story compared to rivals that rely heavily on subscriptions or traditional video ads.
