Applications
Digitisation to drive TV market in India: Casbaa
NEW DELHI: The Cable and Satellite Broadcasting Association of Asia (CASBAA) has said that India needs to follow a road map that is pro-consumer and in favour of digitisation.
“Service providers can provide best services for everyone only when the environment for them is conducive and profitable,” according to Casbaa CEO Simon Twiston Davies. “A light handed approach to regulation is necessary for a robust growth of the sector.”
In the recent Casbaa meet here, the industry leadership highlighted that digital sports content will be one of the most effective tools for promoting advanced services such as broadband-based IPTV, HDTV and digital cable.
“The introduction of 3G and HDTV along with the staging of the Commonwealth Games in October will boost new media growth,” said Indian Broadcasting Foundation President Jawahar Goel who is also Dish TV MD. “Regional areas where billions of subscribers need broadband services are the silver lining for this industry.”
According to IPTV Forum India Chairman Shyamal Ghosh, the Fifa World Cup will certainly create new demand for IPTV. “Before the Commonwealth Games 2010 starts, IPTV and mobile TV should be pushed.”
Reliance Big Entertainment President Rajesh Sawhney said, “IPTV is a sexy technology and along with HDTV and 3G it will change the future of our industry. On the content side, conditions are just right. . . . If we digitise, we will see around 500 channels in India with more regional channels.”
Despite issues yet to be addressed for the India’s communications sector, regional satellite operators are still very optimistic with the local business opportunities.
“There is vast potential for satellite services in this market. But we also need a regulatory environment that enables more spectrum that can propel HD platforms,” Measat (Commercial Operations) VP Terry Bleakley.
“I see India as a most dynamic market. There is a huge demand for satellite services in military, DTH and many other services in India, and I believe that this productive demand will keep rising. However, easy access technology for Internet growth is still required,” said Srini Prasanna who is Vice President, Business Development & Regulatory Affairs, Asia Broadcast Satellite.
During the meet on the theme of “On the Digital Edge – Where Broadband HITS the Streets”, the government expressed its commitment to the long-awaited harmonisation of the multiple taxes and tariffs affecting India ‘s satellite, DTH, cable TV and IPTV sectors. Broadcasters, operators and technology vendors believe this is essential if India is to achieve its goals of industry-wide digital networks.
During a keynote address, Information and Broadcasting Ministry Special Secretary Uday K Varma said the time frame for digitisation needs to be “staggered” in view of the number of TV homes and players in the market. Digitisation, he said, is essential if the need for greater transparency and accountability for investment is to be met.
Most recent data shows some 84 million (overwhelmingly) analogue cable TV homes, with 18 million DTH households. There are less than seven million digital cable and IPTV homes in India.
Andrea Appella, Director of Legal, Competition and Regulatory Affairs for News Corp in Asia & Europe, noted that rapid pay-TV market growth follows the implementation of light-touch regulatory policies. Governments should reserve intervention in wholesale TV markets for cases where market failure can be proven, he said.
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.
