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Plans for MipCube unveiled
MUMBAI: Creative platform MipCube will have a line-up of events and conferences which includes speakers from Twitter, Warner Bros. and Machinima, a new Brands and Content Masterclass and the inaugural Women in Tech and Media networking breakfast.
MipCube 2013 will feature innovators in the digital content space. An integral part of MipTV, the world‘s content market, MipCube takes place in Cannes, France from 8-11 April.
As part of a series of case studies, Twitter UK head of broadcast partnerships Dan Biddle will explore how the future of the micro-blogging site is linked to TV, thanks to its ability to cultivate audiences. MipCube participants will also get an insight into what tomorrow‘s media business will look like in the hands of the new media moguls.
Content producers Warner Bros. director/producer Kevin Tancharoen and Warner Bros. Digital Distribution head of digital programming and development Lance Sloane will explain how they produced ‘Mortal Kombat: Legacy‘, a split-screen blockbuster which was the most-viewed web series in 2011.
Experts in the interactive content space will describe how to attract, build, and scale audiences, with contributions from video entertainment network Machinima president, co-founder Philip Debevoise, and 22-year-old entrepreneur Jamal Edwards who is SB.TV Global founder, CEO.
Cisneros‘ AdsMovil company COO Jorge Rincón will also be on hand to provide a focus on the mobile Hispanic population. Meanwhile branding agency Huge chief strategy officer Gene Liebel, who developed the strategy and built the HBO Go digital platform, will discuss the importance of intuitive design and user interface in encouraging audiences to consume more content.
In a session on reinventing distribution in the ‘anywhere‘ age, digital media company Base79 founder Ashley MacKenzie, which is YouTube‘s biggest content partner in Europe, will discuss which distribution models exist for professional content creators, and how best to leverage them.
Underlining the networking opportunities which MipCube offers, a string of matchmaking sessions will involve broadcasters, including Canal + Head of Digital, Fabienne Fourquet; Canada‘s CBC executive director, studio and unscripted content Julie Bristow; brand representatives such as Paolo Bonsignore from Illy Café; and branded content experts such as Victor Knaap of Media Monk.
A new feature this year is the Brands and Content Masterclass, sponsored by Ogilvy and Mather and in partnership with Hyper Island. The Masterclass will bring together more than 80 executives working in branded entertainment from brands, agencies, production companies, TV networks, digital platforms and social networks. The objectives of this Masterclass are to learn how to create engaging branded entertainment, meet potential partners in this field, and to share best practices from a selection of some of the most successful branded entertainment campaigns.
The Masterclass will be introduced by Hyper Island CEO Johanna Frelin, and will feature contributions from ITV MD Commercial, Online and Interactive Fru Hazlitt; McLaren Group Brand Director John Allert, and Framestore executive producer Simon Whalley. Other participating brands include Renault and Swarovski, while the Newcast (Publicis), MEC and Havas agencies will also take part. In the following lunch, the 2013 Brand of the Year award will be delivered (succeeding 2012 Heineken and 2011 Amex).
Another new feature is the Women In Tech and Media Breakfast, during which the challenges women face as they shoot for greater influence in the industry will be discussed. The talents of tomorrow will be showcased in the Content 360 Pitch Competition for transmedia producers and creative agencies, this year sponsored by Russian independent broadcaster CTC Media and telco MTS; the MipCube Lab, an international competition for startups innovating in the TV field; and the TV Hack Day, featuring 15 selected developers and designers who have 48 hours to come up with what might be the next big app. All of the winners plus Brand of the Year will be showcased in the Innovation show.
MipCube also provides hands-on opportunities through workshops like the YouTube Creators Masterclass for Content Producers, run by Head of YouTube Next Lab EMEA at Google David Ripert or the Social TV Bootcamp, which will provide a live consulting session on strategies to build social TV projects.
On 7 April, as a preamble to the main event, MipCube Plus will offer a one-day think-tank dedicated to unlocking fresh business opportunities for new content creation, user engagement and monetisation models.
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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.
