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ESS ropes in DigiVive to stream WC matches on mobile
MUMBAI: Sports broadcaster ESPN Star Sports has tied up with DigiVive services, leading players in the Mobile VAS industry, for live streaming of the ICC World Twenty20 on the company‘s mobile TV service nexGTv starting with the first match on Tuesday.
Along with live streaming rights, DigiVive has also secured rights for video streaming of the broadcaster‘s highlights programmes. The service can be downloaded by sending an SMS mytv to 58888, or from any of the app store and from nexGTv website nexgtv.com
ESPN Software India EVP Sanjay Kailash said, “We believe that Mobile VAS has huge potential for growth. The ICC World Twenty20 provides an excellent opportunity to reach out to ever increasing group of consumers who use new-age devices to catch real time action from the championship.”
DigiVive MD GD Singh said, “We are excited at the live streaming opportunity provided to us by ESS. This will enable 4 million nexGTv users with an excellent opportunity to catch live excitement of ESPN STAR Sport‘s coverage of the ICC World Twenty20.”
nexGTv, a mobile TV services company, offers channel ranging from national to regional in the category of entertainment, movies, and news which includes Sony bouquet, Star bouquet, Aaj Tak, and UTV movies.
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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.
