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Asianet selects SureWaves for cable ad solutions
MUMBAI: Asianet Cable Vision (ACV) has partnered SureWaves to aggregate the viewership across its cable channels and provide flexible, transparent, accountable and easy process with proof of play to advertisers.
SureWaves’ Spot TV, the company said, is filling the gap of providing the cable viewership to national advertisers on single platform.
SureWaves will not only provide advertising and local content management solution to Asianet, it will also act as sales partner for markets outside Kerala. ACV runs bouquet of six channels and reaches out to more than three million viewers across Kerala.
SureWaves solution is integrated with cable channel play out system using internet and inserts advertising based on central triggers.
The solution has the intelligence to aggregate and distribute the right advertising to the right places on the right channels based on advertiser requirements and integrates the functions of network management, content play-out, media planning and reporting. SureWaves Spot TV is realised through advances in Cloud Computing technologies for high scalability.
Asianet Satellite Communications EVP S Rajeev says, “In a dynamic business atmosphere, the SureWaves initiative has provided us with an effective and powerful tool which can help us improve our offering to our viewers and help provide us accountable and transparent offering to our advertisers.”
SureWaves chairman and MD Raj Khare adds, “Spot TV offering is part of our endeavour to use latest advances in internet technologies to improve and organise non-internet mediums. It’s great to have organisation like Asianet Satellite Communication as our founding partner. We will be expanding our offering in other states in near future.”
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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.
