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MTV announces artistes for new digital initiative
MUMBAI: MTV Music Group has announced that Adam Lambert, LeAnn Rimes and All Time Low will serve as the premiere artists for the launch of a new cross-platform digital franchise Posted.
The new digital programme, presented by AT&T, www.att.com, will provide music fans with a destination to find social media updates, videos, news and photos of artists.
Each month CMT, MTV and VH1 will spotlight its own artist. The new franchise will live on each channel’s web and mobile properties as a space that connects artists directly with their fans in real time. Participating artists will use the devices to submit content, including videos and photos, to their individual Posted sites.
For the programmes kick-off, VH1 selected Adam Lambert, who recently filmed an episode of Unplugged;CMT selected Grammy award winner LeAnn Rimes; and MTV chose pop punk band, All Time Low who will be joined on Posted by June tour mates Boys Like Girls, LMFAO, and Forever The Sickest Kids. Other bands and artists expected to participate in the programme during the coming months include Maroon 5 and Sara Bareilles.
MTV Networks Music and Logo executive VP Dermot McCormack says, “Posted not only gives fans unparalled access to their favorite bands through a myriad of mediums, it also provides the kind of exclusive daily content and social interaction that hyper-connected music fans are demanding. As a device that’s deeply rooted in the social media space, AT&T’s Motorola BackFlip phone is the perfect way to bring this franchise and its content to life.”
As presenting sponsor of the franchise, AT&T will receive exclusive branding across the site. An interactive calling unit featuring the Motorola Backflip will enable fans to take a demo of the phone and scroll through the features to access such content as tour dates and photos of participating artists. In addition, fans can use the interactive calling unit to leave suggestions for future Posted content ranging from photo suggestions to interview questions.
Featured content from Posted artists will include:
* Exclusive photos and videos captured by participating artists using the Motorola Backflip form AT&T,
* Facebook and Twitter updates,
* FourSquare tips and tricks,
* Current tour dates,
* New music videos,
* The latest news and interviews; and
* Artist-related blog entries.
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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.
