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Discovery Kids expands reach with Tata Sky deal
MUMBAI: Discovery Kids, the new 24-hour kids channel, has expanded its direct-to-home (DTH) reach following an agreement with Tata Sky with immediate effect.
The kid‘s channel, which is part of One Alliance bouquet, is already available on DTH services like Dish TV and Videocon d2h. Discovery Kids is available on channel no. 617 on Tata Sky.
Discovery Kids covers a variety of programming ranging from iconic global content to multiple India-themed series. Its programming formats include highest-quality animation and engaging live action series under multiple genres such as adventure, mythology, nature, history and science.
The channels programming slate features fun, enriching and entertaining programmes such as Papyrus, Sally Bollywood, Howzatt, The Legend of Enyo and Wild Kratts.
Discovery Networks Asia-Pacific SVP and GM – South Asia Rahul Johri said, “Discovery Kids has ushered in a new wave in kids‘ entertainment in India – one which will have kids engaged and their parents satisfied. The encouraging response has reiterated our commitment to offer enhanced value to the viewers, affiliates and advertisers alike.”
Tata Sky Chief Content and Business Development Officer Nicola Bamford added, “We are happy to partner with MSMD and enlarge the Discovery portfolio brand in India with its latest addition. Both brands deliver on the brand promise to provide a broad range of quality programming across every genre keeping in mind every member of the family. With the launch of Discovery Kids, we have further strengthened the learning based entertainment push amongst our younger audiences. We are certain the informative and entertainment quotient provided by Discovery Kids would be a perfect blend to keep children entertained in the comfort of their homes.”
MSM Discovery President Rajesh Kaul said, “Discovery Kids is present on most of MSOs and DTH platforms since the time of the launch of the channel. Inclusion of Discovery Kids on Tata Sky is a perfect fit as both the brands carry the common trait of high quality content offerings to their end consumers. The channel adds further variety to the multifaceted bouquet of Tata Sky.”
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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.
