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Horse & Country TV partners with Amagi for signal delivery in India
NEW DELHI: Horse & Country TV, the specialist equestrian sports and lifestyle network, has tied up with Amagi Media Labs to deliver its signal to cable, satellite and IPTV operators as part of its international expansion plans.
Amagi offers a next generation cloud-based broadcast distribution and play out infrastructure for television networks. The Bangalore-based company runs India’s largest local advertising network playing more than one million local ad seconds every month on more than ten TV networks ranging from sports and news to entertainment and lifestyle. The company also has international deployments of its broadcast infrastructure in Singapore and Africa.
Horse & Country will leverage Amagi’s cloudport infrastructure platform to deliver localised channel feeds to current and future markets where the channel is distributed.
The cloudport platform is designed as a full-featured alternative to traditional channel play-out options (like satellite, fibre). TV networks can deliver feeds with rich channel branding, diverse language versions and subtitles using cloudport.
The platform can incorporate local advertising and local programme insertion and will shortly also allow for the insertion of live programming. Unlike earlier iterations of remote play-out technologies, the platform allows for full monitoring of programme play-out and health of the play-out servers at the headends. The play-out servers are fully redundant which ensures seamless and fail-safe operation.
H&C TV conducted an extensive review of technology options for international delivery and play-out of localised content including satellite, fibre and IP delivery, working with John Wallace of Wallace Broadcast, before selecting Amagi cloudport as the best solution for its specific needs for international expansion.
H&C TV CEO and chairman Heather Killen said, “Future-proofing our channel for multi-platform international distribution has been a key strategic goal for H&C as we expand our presence in new markets. We are confident that we have found in Amagi a partner that will support our development in an extremely flexible and targeted way.”
Amagi co-founder strategy investments and R&D Baskar Subramanian said, “We believe that cloud-based models are the future of broadcast. Cloudport holistically addresses all the needs of broadcasters for channel play-out and is set to become the standard for multi-platform channel delivery, replacing expensive satellite and fibre-based content delivery. We are delighted to announce Horse & Country TV as Amagi’s first Europe-based, international channel and look forward to a long and successful partnership as they continue their international roll-out.”
Horse & Country TV broadcasts in the UK and Ireland, the Netherlands, Sweden and Malta. The Channel carries exclusive sports event coverage, news, documentary and personality-led programming to the passionate audience for horse sports and country living.
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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.
