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2010 soccer World Cup to pioneer 3D technology
MUMBAI: For the first time in the history of the Fifa World Cup, the action on the field at next year‘s tournament will be broadcast using the next-generation 3D technology.
Soccer‘s governing body Fifa has announced that it has signed a media rights agreement with Sony, an official Fifa Partner, to deliver 3D images from up to 25 matches of the 2010 Fifa World Cup South Africa.
The event takes place from 11 June -11 July 2010.
To this end, Fifa will use the best expertise available in its production in 3D, and take advantage of Sony’s technologies and knowhow in the area of 3D.
This deal means that viewers watching the matches on Sony’s 3D products will experience the immediacy and visual clarity of the action as if they were on the pitch themselves.
Fifa Secretary General Jérôme Valcke says, “This propels the football fan into a whole new viewing dimension and marks the dawning of a new era in the broadcasting of sport. We are proud that the Fifa World Cup can serve as a platform for advancing technology and the viewing experience, and are truly fortunate to have Sony as a partner in this endeavour.”
Sony chairman, CEO and president Sir Howard Stringer says, “The transition to 3D is underway, and, we, at Sony, intend to be leaders in every aspect. Our sponsorship of the Fifa World Cup allows us to leverage our cutting-edge 3D technology and premier products with content to produce a unique and totally compelling viewing experience. 3D viewers around the world will feel as though they are inside the stadiums in South Africa, watching the games in person.”
Sony Pictures Entertainment will produce and distribute the official 3D film of the 2010 Fifa World Cup South Africa after the event. In India, the World Cup will air on ESPN Star Sports.
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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.
