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iStream.com partners Ten Sports for streaming US Open
MUMBAI: Online video destination iStream.com has exclusively partnered with Ten Sports to live stream US Open, the last of the season’s four major Tennis Grand Slam tournaments.
Tennis fans can log onto http://www.iStream.com/us-open-2012/ to catch the excitement. Apart from hosting the matches live, iStream.com will top up the excitement with live-chat among fans via inbuilt social media elements.
Viewers can also catch highlights of the matches and not-to-miss moments of the tournament. Moreover, iStream.com will host the schedule, team statistics, player profiles.
iStream.com founder, CEO Radhakrishnan Ramachandran said, “Sports is amongst the top genres we are betting on. After the huge response we received for Euro 2012 and the just concluded India Sri Lanka cricket series, we are excited to bring US Open. I think a lot of tennis fans will be hoping to see whether Federer can repeat the magic we saw at the Wimbledon. We see this tie-up with Ten Sports as the beginning of a long term partnership” .
The first session telecast of the US Open will start from 8:30 pm. Live telecast of the evening session takes place from 4:30 am – 8:30 am.
Ten Sports CEO Atul Pande said, ‘’We are committed to maximizing our reach to sports fans and our partnership with iStream.com helps in enhancing the reach and compliments our coverage of the event on TEN Sports channels.’’
iStream.com has a sports channel that has hosted premium sporting events like UEFA Euro 2012 and the just concluded India-Sri Lanka cricket series The site adds hundreds of new videos every day to its library of over a 100,000 clips of premium News Bulletins, TV Shows and Movies in five Indian languages from over 65 channels. It also streams 26 news channels in English, Hindi, Tamil, Kannada, Telugu and Malayalam.
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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.
