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GlobeCast sets up content acquisition, distribution division
MUMBAI: GlobeCast, a content management and delivery partner for broadcasters, has created a new division in Asia to oversee the content acquisition and distribution (Cad) business.
GlobeCast’s Cad team is actively securing carriage deals for TV channels and content providers with DTH, Cable and IPTV platform operators worldwide.
GlobeCast’s expertise in ethnic content plus its proximity to operators and content providers has eventuated a number of linear and VOD content deals, with GlobeCast successfully launching top Asian channels on key European and U.S. networks serving the Cambodian, Indian, Pakistani, Chinese, Vietnamese and various other foreign ethnic viewers.
Within Asia, one of the company’s key Cad projects executed was for Russia Today, with the channel outsourcing a bulk of its Asian distribution activity to GlobeCast. In less than a year, GlobeCast secured regulatory clearances on behalf of the channel and launched the broadcaster to 16 key digital platforms in India, Singapore, Hong Kong, Korea, Indonesia and Philippines. This ensured the channel’s reach to more than 25 million homes in the region.
The channel can be viewed on Dish TV, WWIL, Dish Hits, INCable, 7 Star Cable, Big TV, Airtel DTH, DD Direct, Hathway Cable and Sun Direc and by subscribers of Singtel, Starhub, Hong Kong Cable, SK Broadband, Destiny Cable, Indovision, and .
The project also involved securing carriage for RT in more than 30,000 rooms in 200+ four & 5 star hotels in India. GlobeCast is also responsible for signal monitoring as well as the Electronic Programme Guide (EPG) and marketing activities for Russia Today.
In addition to this new activity, GlobeCast operates a worldwide satellite and fibre network, as well as provides media management services such as programme origination, playout and web streaming. In Asia, GlobeCast operates from New Delhi, Singapore, Beijing, Seoul and Hong Kong.
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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.
