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ABC to launch Grey’s Anatomy on web
MUMBAI: In a move aimed at expanding its network and channel brands across multiple platforms and connecting viewers with their favourite shows anytime and anywhere, US media conglomerate Disney/ABC Television Group has announced the launch of a new Grey‘s Anatomy webisode series, entitled Seattle Grace: On Call.
Sponsored by Bertolli, the new online series consists of six individual webisodes, each four to five minutes in length, as well as a special behind-the-scenes episode which chronicles the making of Seattle Grace: On Call.
Says Grey‘s Anatomy creator and executive producer Shonda Rhimes, “Our goal with the web series is to expand Grey‘s universe by offering a unique perspective of the various happenings at Seattle Grace while paralleling some of the same storylines seen on the show.
“The intent is to put everything fans love about Grey‘s into these short, four-minute mini-episodes that have been designed solely for the internet. We hope our fans will enjoy a new take on the familiar Grey‘s world which will appear exclusively on our website during the time our actual episodes repeat from November to January,” he adds.
Set primarily in Joe‘s Emerald City Bar, the popular hangout spot for doctors and interns alike, Seattle Grace: On Call follows the trials and tribulations of many of the familiar faces featured in Grey‘s Anatomy.
Shot in a documentary-style, the webisode series stars Steven Bailey as Joe the Bartender, Mark Saul as intern Steve, Molly Kidder as Intern Megan, Joseph Williamson as intern Pierce, Gloria Garayua as intern Graciella, Brandon Scott as intern Ryan, Nora Zehtener as Reed Adamson, and Robert Baker as Charles Denman.
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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.
