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ESS partners GlobeCast for ICC World Twenty20 Cricket
MUMBAI: ESPN Star Sports (ESS) has appointed GlobeCast as its technical broadcast partner in an attempt to deliver high-quality cricket from the ICC World Twenty20 from West Indies to the rest of the world.
ESS, the International Cricket Council‘s global distribution and broadcast partner, has close to 40 broadcast and syndication partners that will show the action in over 181 territories across the world.
GlobeCast is deploying engineers at each of the three venues: Providence Stadium in Guyana, Beausejour Stadium in St Lucia, and Kensington Oval in Barbados. Additionally, GlobeCast will provide a 24-hour satellite booking centre and helpdesk during live transmission.
For the world feed, the signal is sent from the various locations in the West Indies to GlobeCast‘s partner teleport in London, where it is uplinked to several international satellites reaching audiences in North America, Western Europe, South Africa, Oceania, Middle East and Asia.
For ESPN Star Sports‘ unilateral path, GlobeCast downlinks the feed in London and sends the signal directly via fiber to GlobeCast in Singapore for uplink. An SNG in New Delhi then downlinks the feed and routes it to ESS facilities in India for additional production before ingesting into its networks.
The ICC World Twenty20 comprising 27 men‘s matches are being covered live by ESS from 30 April to 16 May. Additionally, the Women‘s semi finals and the final are beamed across the world, giving similar exposure to women‘s Twenty20 cricket worldwide.
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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.
