NDTV, which had closed yesterday at Rs.35.70, opened 10% higher at Rs.39.25, immediately hitting the UC.

The stock reacted to today’s morning announcement from the company that it has struck a 5-year deal with Taboola, the world’s largest content discovery platform.

The five—year deal lies NDTV Convergence, the digital arm of NDTV group, exclusively to Taboola and involves a minimum guarantee of more than Rs.300 crore for NDTV Convergence, making it one of the largest deals not just for digital content but for the media space in its entirely.

Taboola uses its presence on sites like NDTV to recommend content from across the internet lo the audience and lo offer highly-personalized native advertising.