Frodoh partners Chaupal to launch 'first-screen' monetisation framework for OTT platforms

AdTech firm Frodoh has entered into a strategic partnership with regional OTT platform Chaupal to introduce what it describes as an industry-first “first-screen monetisation” framework, aimed at unlocking new revenue streams for subscription-led video platforms without interrupting content consumption.

The solution is designed specifically for connected TV (CTV) environments and focuses on monetising the home screen interface rather than in-stream content. This allows platforms to retain an ad-free viewing experience while generating incremental revenue through high-visibility placements tied to user behaviour such as session depth, discovery patterns and viewing intent.

According to the companies, the framework integrates into the user interface in a way that ensures formats remain aligned with natural navigation behaviour on smart TVs, maintaining a non-intrusive experience.

Sandeep Bansal, CEO, Chaupal, said, “As the SVOD landscape evolves, we recognise the need for sustainable growth that doesn't compromise the trust of our audience. By partnering with Frodoh, we are introducing a sophisticated 'first-screen' monetization layer that integrates seamlessly into our UI, ensuring that discovery remains native and non-intrusive. This framework allows us to unlock incremental revenue from high-attention real estate while keeping the actual content consumption entirely ad-free.”

Russhabh R Thakkar, Founder and CEO, Frodoh, said, “Frodoh’s first-screen framework is built to solve the unique monetisation challenges of premium SVOD platforms like Chaupal. This is a completely new category of ads for India, a path-breaking step that expands the total addressable market by unlocking high-attention home screen real estate that was previously unreachable. We thank the whole Chaupal for their trust in Frodoh partnership and look forward to working alongside them.”

The partnership comes as OTT platforms increasingly look beyond subscription revenue amid rising content costs and intensifying competition. By focusing on the discovery layer instead of content playback, the model seeks to balance monetisation with user experience.

Chaupal, which focuses on Punjabi, Haryanvi and Bhojpuri content, has grown into a global platform while retaining a regional storytelling focus, offering a mix of originals, films and culturally rooted narratives.

Founded in 2020, Frodoh has emerged as a growing player in the CTV advertising segment since 2023 and is expanding into retail media and digital out-of-home (DOOH) advertising.