Applications
Mobile Streams teams up with UTV India Games to set foot in India
MUMBAI: Mobile Streams has teamed up with UTV Indiagames to distribute mobile content to network operators as well as via the mobile internet throughout India.
Indiagames will use its established relationships with India‘s major network carriers to distribute content from Mobile Streams‘ content catalogue. This includes over 270,000 items from top content providers including the ever popular Mr Bean and Happy Tree Friends as well as a wide range of World Cup 2010 content such as wallpapers, tones, video and games.
Mobile Streams COO Arnd Aschentrup said, “Our aim is to extend our global footprint and offer our content partners the best exposure for their brands to increase their fan base and mobile revenues. We are happy to be building on our existing relationship with UTV Indiagames and to be gaining access to mobile phone subscribers in India.”
Added UTV Indiagames founder and CEO Vishal Gondal, “Our new agreement with Mobile Streams is a testament to the success of our existing relationship. We look forward to introducing content from the Mobile Streams library to our network operator partners and help them to expand their footprint in India.”
Mobile Streams‘ distribution network also includes UK, Europe, North America, Latin America and Asia Pacific. The company also owns and operates the mobile internet portals, www.ringtones.com and www.mobilegaming.com.
Applications
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.
