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CODA to push ahead with Maharashtra ent tax issue this week
MUMBAI: The ongoing struggle, regarding the entertainment tax, between the Cable Operators & Distributors Association (CODA) and the Maharashtra State government has reached the next level. After postponing the decision to blackout all Hindi, English and Marathi news channels on state revenue minister Balasaheb Thorat’s request a couple of weeks ago, the organisation met with him last week.
“He has asked us to give a detailed presentation about the current cable TV scenario in the state, the revenue generation in the current tax regime and also compare it with what will happen when entertainment tax on subscribers and set top boxes will be brought down,” confesses Anil Parab.
The Maharashtra regime currently levies entertainment tax on cable TV subscribers at the rate of Rs 45 per sub; CODA has been imploring and lobbying with the government to scale this down to Rs 15 or Rs 20 as is the practice in many other states and cities.
According to Parab, the current rate is too high considering that transparency in the cable TV sector has really gone up and leakages have reduced with the introduction of set top boxes and digitisation. “The only only reason we had agreed to a hike to Rs 45 per sub was because there was under-declaration in the ecosystem and hence a perceived loss to the state exchequer. But with declarations of cable TV subs by cable operators and MSOs more than doubling, rate needs to be brought down as the burden on the industry is crippling us and really hurting our viability,” he reveals.
CODA is slated to meet the minister this week and make its presentation. As of now, Delhi’s rate is Rs 20 while in other cities it is less than five per cent. “The current rate is too much. We would be happy with anything between Rs 15 and Rs 20,” says Parab.
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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.
