Applications
MCV selects Rentrak to provide mobile TV measurement service
MUMBAI: Mobile Content Venture (MCV), a joint venture consisting of 12 major broadcast groups that operates the Dyle mobile TV service, has selected Rentrak to provide the first-ever mobile broadcast TV measurement for local markets.
MCV will leverage Rentrak’s Mobile Essentials solution in combination with Rentrak’s StationView Essentials solution to help MCV members align traditional TV ratings with broadcast mobile TV performance.
As opposed to other measurement services that provide sample-based data, Rentrak will offer MCV members census-level data, giving them insight into the entire population using live mobile TV services.
MCV represents 35 markets across the US and more than 93 stations from broadcast groups including Belo Corp., Cox Media Group, E.W. Scripps Co., Gannett Broadcasting, Hearst Television Inc., Media General Inc., Meredith Corp., Post-Newsweek Stations Inc. and Raycom Media, all of which are part of the standalone entity known as Pearl, LLC, as well as Fox, ION Television and NBC.
“With more than 200 station clients, Rentrak is proud to provide members of MCV with the opportunity to capitalize and monetize multi-platform advertising sales opportunities by having broadcast mobile TV performance aligned directly with TV ratings,” said AMI Division at Rentrak Corporate President and President Cathy Hetzel.
“Rentrak’s advanced capabilities – which provide detailed TV viewership measurement for all screens, including mobile TV – will enable stations, advertisers and networks to gauge the incremental value of live TV viewing from a mobile device.”
With the launch of Dyle mobile TV – a service offering consumers a new, easy way to experience and enjoy live broadcast television on their mobile devices at home or on-the-go – there is an immediate need for local stations to have viewership data across mobile devices in order to determine how consumers are interacting with live mobile TV.
Rentrak has the unique ability to integrate massive amounts of mobile viewing activity with the linear viewing behaviors from a correspondingly massive linear viewing database. This combination will provide a better understanding of how best to incorporate mobile for future campaigns and advertising initiatives.
“Live mobile TV is an emerging medium, so it’s critical that we take the necessary steps to ensure it will scale as traditional TV has over the years. This new data will provide valuable insight into consumers’ mobile viewing habits, which will be leveraged to drive continued growth for the ecosystem of devices and applications enabling live mobile TV," said MCV co-General Managers Salil Dalvi and Erik Moreno.
Applications
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.
