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Mobile TV partner Apalya gains during IPL
MUMBAI: Apalya Technologies, which is the official Mobile TV partner of the Indian Premier League (IPL), has witnessed exponential growth. The company claims that the mobile TV subscriber base has jumped by 32 per cent to 1,325,000 in 15 days.
The company said among the most vibrant users of the mobile TV service has been the 3G segment, which has shown 500 per cent growth with substantial higher viewership time per match. This re-enforces the value of relevant and engaging content for the success of 3G, the company added.
Bouyed by the success of the offering, Apalya has also launched the service on iPhone and is now available as a part of the App Store. Installing the iPhone App users can enjoy live streaming across 3G / WIFI Networks. The app is available as ‘DLF IPL Live Streaming from Apalya‘ or Apalya TV on the app store for $4.99.
Apalya Technologies CEO and co-founder Vamshi Krishna Reddy says, “The success of our offering has to be first and foremost attributed to the phenomenal fan following for IPL 2010. In addition, users have preferred our real live mobile TV service in comparison to delayed streaming from You Tube. Furthermore the optimized service for different mobile phones, networks and local operating conditions has been appreciated”.
To subscribe to this service, the users have to sms TV to 58888 and be a part of streaming cricket on Apalya.
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.
