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MP & Silva forays into digital with Rightster partnership
MUMBAI: MP & Silva, a leading international media rights company, has selected Rightster, the video distribution and monetisation specialist, and Rightster Studios to help launch a range of new digital services using its betting and sports media rights, and provide enhanced digital solutions to its sports and broadcast clients.
MP & Silva football rights portfolio – currently providing over 10,000 hours of programming annually to over 500 broadcasters in over 200 countries – which includes Italian Serie A, English Premier League, Spanish La Liga, German Bundesliga, French Ligue 1, The FA Cup, The Football League, Major League Soccer (MLS) and Brazilian national league (Brasileir?o).
Rightster is a leading cloud-based video distribution and monetisation specialist that enables rights holders and producers, to gain full control and visibility over their video distribution, maximising their audience reach and revenues across all platforms and publishers from YouTube to the Mail Online.
The partnership with Rightster will include the creation and management of MP& Silva YouTube channels, integrated betting rights services for bookmakers, online video distribution to newspaper sites, and support to MP& Silva broadcast clients with live and video on demand streaming solutions.
Rightster also will provide bookmakers interested in the MP & Silva sports rights portfolio with a market leading online solution that will suit their evolving needs, especially for mobile and tablet devices.
MP & Silva aims to maintain its leadership position in the sports rights market through ongoing innovation and providing an even better service to its partners and clients. MP & Silva Group CEO Andrea Radrizzani said, “Part of our job is to look for innovative ways to increase the value of the rights we manage on behalf of sports federations and leagues. We believe that online audiences will continue to grow quickly and we need to provide sports fans with the best digital solutions.”
Rightster was selected as an exclusive partner because of its unique position to understand online video programming, distribution, monetisation, and audience development on online platforms, especially YouTube.
Rightster Founder and CEO Charlie Muirhead commented, “We’re very excited to support MP & Silva as it continues to lead the industry in digital sports content. Rightster makes the task of distributing, monetising, and promoting video content through YouTube – and other channels – more efficient. We look forward to working with MP & Silva to deliver enhanced end-to-end visibility and control of its content, enabling the business to attract more viewers and grow its audience online, while using our media sales expertise to improve monetisation and access new revenue streams.”
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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.
