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Cloudtv and Mediatek join forces to transform India’s smart TV OS market
MUMBAI: Cloudtv, has announced a strategic partnership with global chipset solutions provider Mediatek. This collaboration aims to revolutionise the connected TV operating system market in India by offering fully compliant Android-based TV OS solutions.
By integrating Cloudtv OS with Mediatek’s advanced System-on-a-Chip (SoC) technology, Indian TV brands and OEMs will benefit from a streamlined integration process, significantly reducing both costs and time to market. The partnership is expected to accelerate Cloudtv’s growth, potentially doubling its market share in the country’s expanding smart TV sector.
Cloudtv has also confirmed that its OS is now fully compliant with Android Compatibility Test Suite (CTS) standards, ensuring a seamless and consistent user experience. Additionally, it enables access to a wide range of free-to-air channels, offering high-quality digital content including news, sports, and entertainment, without the need for subscriptions or contracts.
Key benefits of this partnership include,
– Android CTS compliance guaranteed compatibility with Google’s standards for a seamless viewing experience.
– Android 14 support enhanced security, improved performance, and access to the latest features.
– Free-to-air channels DVBS-2 compliant technology providing cost-free access to diverse content.
– Pre-certified applications instant access to platforms like YouTube, Prime Video, and JioHotstar, along with 200+ content partners.
“By integrating Mediatek’s cutting-edge chipsets with Cloudtv’s localized OS expertise, we are revolutionizing the Indian connected TV industry. This partnership will forge the way for an end-to-end solution that makes premium television experiences more affordable and accessible than ever before. For TV brands, this marks a game-changing opportunity, enabling them to offer competitively priced smart TVs with certified OS and apps, breaking past the limitations of high-cost models. Through this partnership, we hope to drive greater innovation and accessibility that helps shape the future of smart TV adoption in India.” Cloudtv COO & co-founder Abhijeet Rajpurohit.
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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.
