Applications
CAFs: Mumbai switch offs begin; Kolkata quo vadis?
MUMBAI: With Delhi under control now, the Telecom Regulatory Authority of India (TRAI) is focusing increasingly on the other two metros to ensure that all the consumer application forms (CAFs) come in to the MSOs.
Following a meeting held on 2 August with MSOs operating in Mumbai and Kolkata, a decision has been taken that the time for carrots is over, now one needs to use the stick to get customers to get moving on their CAFs. And that stick is like Delhi is switching off their cable TV service, if the CAF is not yet in.
“There will be no further extensions like in the past,” says a senior TRAI official. “In fact, the switch offs have already begun from 3 August. The process for switching off the set top boxes will take at least four to five days because we are talking about a huge number.”
Hathway Cable & Datacom MD and CEO Jagdish Kumar agrees that his network has started switching off subscribers who are being tardy from 3 August. “But the process will be tedious,” he says. “So far, we have managed to collect 80 per cent of the forms duly filled.”
Indiantelevision.com spoke to another three MSOs operating in the financial capital and all of them stated that CAF collection was between 70 and 80 per cent. Going by that yardstick, it appears as if cable TV subscribers don‘t seem to be too disturbed about the stick, as the numbers mentioned by MSOs to indiantelevision.com even a month ago were in that range. Could they be opting for a DTH connection? We do not know, but a media observer, says that it could be a possibility.
The TRAI official says that Kolkata should not expect to be treated with kid‘s gloves. “When Delhi can meet the deadline why not Kolkata?” he questions. “We are sure that Kolkata will be able to meet the 23 August deadline as it does not have any other option.”
Well cable TV operators and subscribers in Kolkata, that‘s as ominous a warning as you can get!
Applications
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.
