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MYtv choses end-to-end solution from NDS
MUMBAI: NDS, the provider of technology solutions for digital Pay-TV, has announced that MYtv, the new satellite-based television service in Ukraine, has chosen professional services and an end-to-end solution from NDS for its hybrid satellite direct-to-home (DTH) Pay-TV platform.
MYtv is planning to launch its Pay-TV service soon.
With NDS MediaHighway STB software, MYtv will have the ability to introduce advanced features such as pay-per-view and interactive services. NDS is also managing the systems integration including the deployment of NDS VideoGuard conditional access, an NDS EPG and XTV DVR technology.
NDS XTV will give MYtv subscribers the ability to record TV content while viewing another programme. MYtv subscribers will also be able to pause, record, play back, rewind and fast-forward their recorded content. This provides them with maximum flexibility and choice in their viewing options, enabling them to choose what they watch and when they watch it.
At launch, MYtv will offer a high definition DVBS2 XTV DVR, as well as a HD/SD zapper STB to receive both MYtv packages and satellite FTA channels. Subscribers can watch SD and HD channels broadcast by satellite (DVBS2) as well as using DVR technology to record and playback programmes.
Said MYtv general director Albert Feldman, “We aim to become the consumer’s first choice in entertainment and information by using the best available TV technology to enhance the television viewing experience. We chose to partner with NDS because NDS has the technology, experience and market understanding to help us reach our goal.”
Commented NDS regional director, central and eastern Europe Jeremy Maddocks, “NDS’ end-to-end technologies and systems integration will allow MYtv to become a world-class pay-TV operator. MYtv will be able to offer advanced services and features, such as Ukraine’s first integrated DVR to entertain and engage audiences across the region.”
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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.
