JioStar is building an agentic AI platform called Tara.ai. Its goal is to help advertisers plan campaigns around premium content on connected TV (CTV). The broadcaster wants to look beyond impressions, clicks and conversions.
Bhaskar Ramesh, head of entertainment sales (digital), announced the platform at FICCI FRAMES 2026. Tara.ai is in alpha and has not yet launched.
Two Screens, Two Logics
Ramesh says planning for a personal mobile screen differs from planning for shared TV viewing. Most digital metrics grew out of user-generated content and individual consumption. They fit premium CTV poorly.
Tara.ai aims to close that gap. It is designed to build media plans for premium content using signals that reflect how families actually watch.
Four Data Layers, One System
The platform combines four layers of data. On the advertiser side sits a Brand Knowledge Graph. It covers product details, brand history and situational information.
On the JioStar side sits a Content Graph. It maps shows and genres. It also uses deterministic audience data, including co-viewing, frequency and viewer segments.
The Last Word
Measurement is the next CTV battleground. Co-viewing and context could become currencies as important as reach. Expect rival platforms to build similar AI planners. The test is proof. Advertisers will want evidence that richer data delivers better outcomes than familiar metrics.