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Ericsson in 3D deal with ESPN
MUMBAI: Ericsson is providing ESPN 3D, a 3D sports television network, with complete standards based video processing solution, featuring encoders and receivers tuned for ESPN 3D broadcasts as well as for high quality HD.
ESPN is deploying a variety of Ericsson 3D and HD products including the complete solution for direct-to-home and contribution and distribution of 3D content launched at NAB this week.
At the same time, ESPN will transmit HD programming to viewers worldwide in 2D using Ericsson’s MPEG-4 AVC HD 4:2:2 video processing system. The solution delivers more efficient bandwidth usage while ensuring the transmissions meet ESPN’s high standards for picture quality.
Ericsson head of Solution Area TV Staffan Pehrson says, “Our consumer labs research consistently shows that high quality pictures are the number one consumer desire in today’s TV market. Having pioneered HDTV with our first to market solutions, we are well placed to provide the video processing platform for 3D, the next wave of consumer innovation. We are excited to be working with ESPN on delivering these ground breaking 3D sporting experiences”.
This year sports fans around the world will be treated to more events in 3D than ever before. From the World Cup in football, to the X Games, consumers are ready to watch their games with a 3D movie-theatre experience at home. Broadcasters, service operators and content providers will compete for viewer attention by providing coverage of live sporting and cultural events in 3D.
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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.
