CTV Channel

What is a CTV channel?

In the context of Connected TV (CTV) and Free Ad-Supported Streaming TV (FAST), a channel refers to a dedicated content destination—often app-based or stream-based—that delivers video programming to viewers on internet-connected devices. While the term originates from traditional broadcast television, in today’s streaming environment, channels can take many forms: linear FAST feeds, on-demand apps, or branded hubs within a streaming service.

Unlike traditional linear TV, where viewers are locked into scheduled programming, CTV channels offer greater flexibility and personalization, blending live streams with on-demand access across smart TVs, streaming devices, mobile apps, and web platforms.

What defines a channel in CTV?

A channel on CTV is typically associated with a content provider or brand and operates within a platform ecosystem such as Roku, Samsung TV Plus, LG Channels, or Vizio WatchFree+. Channels are often structured as standalone apps or integrated into aggregator environments. Each channel offers a curated content experience, ranging from scripted series and movies to live sports, documentaries, and short-form content.

Some channels are ad-supported, allowing viewers to watch for free in exchange for viewing commercials during scheduled ad breaks. Others operate under subscription-based (SVOD) or transactional (TVOD) models. Increasingly, many streaming services offer a hybrid experience, combining AVOD with premium offerings.

There are also live channels that mimic the linear TV format. These are particularly common in the FAST landscape, where 24/7 streaming is used to emulate the experience of scheduled television but delivered via IP and monetized through dynamic ad insertion.

How are channels accessed?

Viewers typically access CTV channels via dedicated apps or within platform-based channel stores. On devices like Roku, Fire TV, or Samsung Smart TVs, users can navigate through branded channel tiles, install apps, and browse content libraries. These channels often feature personalized recommendations, user-driven interfaces, and integrated ad delivery mechanisms.

Channels can be built by major networks (like CNN, A&E, or AMC), digital-first publishers, or even independent content creators. Regardless of size, each channel is an opportunity for publishers to own their viewer relationships and monetize their content library.

What are the challenges in launching a CTV channel?

Launching a channel—particularly a FAST channel—requires navigating a fragmented and technically complex ecosystem. Content publishers face challenges across several fronts.

First, the CTV space includes a wide range of platforms, each with unique technical and compliance requirements. Channel creation involves managing transcoding, content storage, ad marker formatting, metadata (EPG), closed captioning, and language localization. These requirements vary across regions and platforms, making scalability a challenge.

Second, the cost and labor required to build, schedule, and manage a channel are significant. Publishers must invest in engineering infrastructure, media operations, compliance resources, and monetization teams to launch and sustain a competitive offering.

Third, data visibility and reporting are often limited or inconsistent. Without standardized metrics and real-time performance insights, publishers struggle to make informed decisions about programming, monetization, and audience targeting.

How can publishers streamline channel creation and monetization?

To address these pain points, full-service channel creation and distribution solutions have emerged. These platforms simplify operations, reduce infrastructure costs, and offer turnkey distribution to top streaming environments.

For example, platforms like Global FAST Pass provide an integrated solution for launching, managing, and scaling FAST channels.

How does Global FAST Pass help with launching CTV channels?

Global FAST Pass (GFP) is a comprehensive solution designed to simplify the process of creating, managing, distributing, and monetizing FAST channels. GFP addresses the key challenges faced by content publishers with two main components: channel management and distribution.

Channel Management: GFP offers robust channel management tools that support both Wurl-originated and third-party-originated channels. Key features include:

• Channel Creation and Scheduling: GFP’s cloud-based scheduler handles asset onboarding, transcoding, storage, scheduling, EPG metadata generation, closed captioning, and playout stream preparation.
• Real-time Translation and Re-transcoding: For third-party-originated channels, GFP ensures compatibility with each CTV streamer through real-time translation and re-transcoding services.

Distribution: GFP provides extensive real-time distribution services, powering over 800 channels and 3,000 channel connectors across 38+ streamers. Key features include:

• Flexible Distribution Models: GFP supports both Direct-to-Consumer (DTC) and Headend streamers, offering scalable solutions for various distribution needs.
• Ad Routing and Insertion: GFP’s system integrates with major ad servers, delivering targeted ads and validating impressions.
• Advanced Data Reporting: GFP’s data insights provide valuable metrics on content performance and viewer engagement.

Key components of our comprehensive channel solution include:

• Cloud-native scheduling and asset onboarding tools
• Stream-compatible re-transcoding and metadata generation
• Compatibility with leading ad servers for dynamic ad insertion
• Real-time reporting on content performance and viewer engagement
• Global distribution infrastructure to reach major CTV platforms

By centralizing operations and leveraging shared technology infrastructure, content publishers can rapidly deploy new channels, improve operational efficiency, and increase revenue potential without expanding internal teams or taking on heavy tech debt.

You can find more information on Global FAST Pass on our website.