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Airtel Digital TV offers recording of shows on PVR via What’s On India EPG
MUMBAI: Airtel Digital TV has partnered with electronic programming guide (EPG) company What‘s On India.
Airtel Digital TV‘s recently launched personal video recorder (PVR) service offers customers the convenience to record shows using their mobile phones from anywhere in the world.
What’s on India claims that when it comes to PVRs, the EPGs become very vital. Recordings can be triggered only with the help of EPGs since the PVR system understands the slot to be recorded based on the details given by the EPG.
Features such as ‘Series Recordings’ need intelligent IDs to signal to the recorder that all multiple episodes under one programme are linked. This is done through the details provided in the What’s On India EPGs. The special flags provided in the EPGs also make the system capable to record only the original telecasts of each episode and skip the repeats.
Additionally, the intelligent IDs also enable recordings set on the PVR via the mobile phone. For this, every programming event requires special flags that both devices – the PVR and the mobile phone – can identify to complete the recording transaction.
What’s on India CEO Atul Phadnis said, “We have been at the forefront of creating breakthroughs in EPG solutions and for us this collaboration is about creating yet another milestone – this time in PVR. We are happy to be playing our role in enabling a first-time-in-India DVR feature like mobile based remote recordings and promise to continue to innovate in this domain.”
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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.
