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Casbaa gets a boost from developing markets
MUMBAI: Continuing to expand the reach and diversity of its membership, Casbaa has welcomed Corporate Members VTC from Vietnam and Sky Net of Myanmar, as well as Hong Kong‘s TMS and the Motion Picture Association. Patron Member upgrades have also been registered by satellite operator Eutelsat of Paris and Sky News Australia in Sydney.
Casbaa CEO Simon Twiston Davies said, “The Casbaa membership roster increasingly reflects the growing importance of emerging markets such as Vietnam, which saw a 74 per cent pay-TV growth between 2009 and 2011, and Myanmar, where the TV advertising market has been growing at 49 per cent per annum over the last few years”.
VTC Digital Television Station was launched in 2005 with nation-wide coverage and now has 20 self-produced channels plus a bouquet of international channels broadcast via satellite, DTT, analogue, IPTV, Internet and cable television.
Launched in 2010, Sky Net is a Direct to Home and Multiplay Service system provided nationwide in Myanmar.
Hong Kong-based TMS designs, builds and manages mobile marketing and commerce campaigns linked to traditional advertising campaigns.
The Motion Picture Association serves as an advocate of the American motion picture, home video and television industries.
Eutelsat provides transponder capacity on 23 satellites delivering more than 2,500 television channels to over 120 million cable and satellite homes around the world.
Sky News of Australia delivers news coverage as well as an extensive line-up of national affairs programming and is a leader in digital news production and delivery.
Twiston Davies added, “As the multichannel TV industry continues to grow (and new markets emerge as major players in the region), Casbaa‘s core directive to Inform, Represent and Connect plays a vital role in the continued success of all our member organisations.”
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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.
