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Exset launches solutions for Indian cable industry
MUMBAI: Netherland-based broadcast technology and solutions company Exset has launched ‘The India Page‘ initiative for the Indian cable industry with the aim to allow them to meet the challenges of digitisation.
“Keeping in view the digitisation of the cable television in this country, we have introduced a unique proposition for the cable operators which will enable them to meet the challenges of digitisation, and also result in positive impact on their revenue stream,” said Exset Global head sales & chief marketing officer Rahul Nehra.
The Indian initiative announcement was made at the conference held for cable operators titled “Digitisation is Monetisation”.
During the conference, Nehra introduced various models which could be adopted by the cable operators during the digitisation process across metro cities during the first phase of the cable digitisation.
Currently, the cable operators across India are depended on monthly subscription fee for their revenue, which will change once the process of digitisation starts in India.
“The revenue stream for the local cable operators will take place once they are able to offer more value added services to the end customers. Exset‘s solution will enable them to do so by connecting them to the flow of information,” said Exset head of sales Asia Pacific Stephen Wong.
According to Wong, by providing value added services through TV via set top box, the market dynamics for the local cable operators will undergo a change.
“In the present scenario, a local cable operator does not have any share of revenue in the carriage and value added service (VAS). The revenue generated under these two headings is 100 per cent with the Multiple System Operator (MSO). However, after the introduction of Digital Monetisation Solutions (DMS), the revenue distribution will change considerable,” added Wong.
With the digitisation of cable TV industry about to happen, it is expected that the end customers experience will upgrade from just video services to a regular flow of information and value added service.
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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.
