Applications
MSM launches Sony Mix in US on Dish Network
MUMBAI: Sony Mix, Multi Screen Media‘s (MSM) Hindi music channel, has launched on leading US direct-broadcast satellite service provider, Dish Network.
Moving into the gap created by erstwhile music channels rechristened as ‘youth channels‘ and other music channels dishing out non-music content as interstitial programming, the channel is confident that viewers shall enjoy Mix as a channel that remains true to the music genre.
Mix also aims to maintain its focus on content by producing packaged shows offering right from user generated content to people profiles executed in the most unmistakably musical fashion.
Says Sony Entertainment Television (SET) SVP International Business and Head of North America Jaideep Janakiram, “We are proud to announce the launch of our music channel – Mix on DISH Network for the discerning South Asian lovers of Hindi film music. We are confident that MIX will connect with every viewer with its variety of music and special programming. Mix is and shall stay true to music.”
Dish Network Director of Programming Sruta Vootukuru states, “Sony Mix‘s unique theme-based music format helps Dish deliver a better experience to our customers. Adding the Sony MIX channel compliments Dish‘s robust international programming and enhances our South Asian offerings.”
In a related development, SET has launched its flagship HIndi general entertainment channel Sony Entertainment on RCN, the all-Digital Cable, Internet & Phone provider in New York City effective 2 April.
The channel is part of the brand-new RCN “Sona” tier, including other premium South Asian networks.
“We‘re very excited to announce the launch of Sony Entertainment Television in New York City,” said RCN New York General Manager Bruce Abbott. “It falls perfectly in line with our goal to continually add more networks that provide maximum entertainment and value for our customers.”
Adds Janakiram, “At Sony Entertainment Television, we continue to lead in ways to make our programming available to the widest possible audience. We are proud to announce the launch of SET Asia on RCN and are committed to bring our viewers the best family entertainment and Bollywood blockbusters.”
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.
