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I&B minister to take CAS review meeting
NEW DELHI: Information and broadcasting minister Priya Ranjan Dasmunsi will review developments on CAS vis-a-vis court cases.
The meeting was scheduled to happen either today or early next week. Pointing out that the government is committed to implementing CAS, Dasmunsi told indiantelevision.com on Friday, “I‘ll review CAS in a meeting and try to understand the issues that have beset it.”
The minister however, refused to spell out in detail his agenda on CAS. “The ministry‘s broad stand on CAS has been conveyed to the (Delhi) high court.”
In a reply filed before the Delhi HC some days back, the government sought eight to nine months‘ time to implement the court‘s order on rolling out addressability in Indian cable homes in select cities.
Dasmunsi also hinted that a big roadblock in the way of smooth implementation of CAS are the different voices in which the various industry stakeholders are speaking.
“There hardly seems to be a consensus amongst them,” the minister said on the sidelines of a book release function in the capital.
On 10 March 2006, the Delhi HC had directed the government to roll out CAS in Delhi, Mumbai and Kolkata within 30 days time.
The directive came on a petition filed by a bunch of MSOs, including Hathway and INCablenet, alleging that a delay in implementing CAS since 2004 has resulted in huge financial losses to them.
The I&B ministry held a series of meeting with the industry, NGOs and consumer bodies soon after the court order, but said in view of inconsistency in the approach of the stakeholders, more time would be needed to iron the differences.
The next date of hearing of the CAS case is 24 May.
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Inshorts Group chief Deepit Purkayastha joins IAB video council for Southeast Asia and India
The co-founder and chief executive of the short-form content platform has been inducted into the IAB SEA+India Video Council, giving India a stronger voice in shaping digital video frameworks
NOIDA: India has long been the world’s most chaotic, multilingual and mobile-first digital market. Now, one of its most prominent short-video executives is getting a seat at the table where the rules are written.
Deepit Purkayastha, co-founder and chief executive of Inshorts Group, has been selected as a member of the IAB SEA+India Video Council for 2026. Run by the Interactive Advertising Bureau, the council brings together senior leaders from Southeast Asia and India to shape standards, best practices and measurement frameworks for the fast-evolving video and digital advertising ecosystem.
The timing is pointed. According to the IAMAI-Kantar Internet in India Report 2025, over 588 million Indians are now consuming short-video content, with growth increasingly driven by rural and non-metro audiences. India’s active internet user base has crossed 950 million, with 57 per cent of users now coming from rural markets. Yet the frameworks that govern how video consumption is measured and monetised were largely designed for single-language, Western markets and have struggled to keep pace with the scale, diversity and complexity of India’s digital landscape.
Purkayastha is no stranger to these debates. He already serves on the AI Council at Marketing and Media Alliance India and as co-chair of the Digital Entertainment Committee at the Internet and Mobile Association of India. His induction into the IAB SEA+India Video Council extends that influence into the global video standards arena.
Inshorts Group sits squarely at the intersection of these forces. Its flagship product, Inshorts, India’s highest-rated short news app, reaches 12 million active users with 60-word news summaries. Its sister platform, Public App, reaches 80 million monthly active users across more than 700 districts and 12 languages, serving communities that most global platforms barely register.
Purkayastha said the opportunity was about building something more representative. “India today sits at the centre of the global video ecosystem, but the frameworks that define how value is created and measured have not always kept pace with the realities of our market,” he said. “Being part of the IAB SEA+India Video Council is an opportunity to contribute to a more representative and future-ready approach, one that accounts for diversity in language, context, and user intent.”
As a council member, Purkayastha will contribute to shaping regional standards across video advertising, measurement and platform governance, with a focus on frameworks that are native to India’s multilingual, mobile-first ecosystem rather than imported from global benchmarks designed elsewhere.
For years, India has been content to play by rules written for other markets. Purkayastha’s induction is a signal that it is done waiting to be consulted and ready to start writing them.
