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NBC partners Microsoft for digital marketing of fall lineup
MUMBAI: US broadcaster NBC and Microsoft Advertising have announced a digital marketing collaboration designed to promote the NBC More Colorful fall 2010 programme lineup.
The collaboration will be executed through an extensive multi-screen advertising campaign that includes MSN, Xbox, Windows Mobile and Bing. The announcement was made by the NBC president of entertainment marketing Adam Stotsky.
“This strategic teaming with Microsoft Advertising will allow NBC to strengthen its ability to attract new viewers via cutting-edge media opportunities,” Stotsky said. “We are always searching for unique methods of informing people about our programs and we are fortunate that this fall’s lineup promises to be one of NBC‘s best.”
Microsoft VP US ad sales, publishing and marketing Robin Domeniconi added, “This collaboration is exciting on many different levels since we are able to offer NBC such a wide variety of audience segments, across a broad spectrum of potential viewers, while getting creative with the content that is right for each property.
“We are able to tailor NBC’s content for each property and screen, from MSN to Xbox and Windows Mobile, and flex our targeting muscles to tell a cohesive story of NBC‘s brand and fall lineup.”
In total, Microsoft Advertising will deploy one of its largest and most comprehensive campaigns ever across 19 digital owned-and-operated properties as well as syndicated partners, which deliver a combined reach of nearly 470 million unique users monthly. Microsoft Advertising will also develop original branded entertainment content for the campaign, using assets around NBC shows that will be tailored for specific audiences.
NBC‘s multi-screen digital advertising campaign recently kicked off and runs though the premiere of the fall schedule. This early launch of the NBC marketing campaign is designed to engage TV enthusiasts and influencers so they can sample, share and discuss the upcoming fall shows.
The campaign will feature many innovative digital advertising components, including multiple takeovers of MSN and Wonderwall, re-messaging to network enthusiasts across Microsoft Corp. properties, integrating with Bing Visual Search, a mobile dimension, and in-game advertising on new Xbox LIVE games.
NBC will also work with Microsoft content experts at MSN TV and MSN Entertainment for a custom-built “Preview to Fall TV” media hub that will go live in conjunction with the announcements of the broadcast networks‘ fall schedules.
MSN regional partner executive producer Scott Moore said, “Working with NBC to get behind-the-scenes access to their fall shows will allow MSN to create custom content that can live in contextually relevant areas that take advantage of Microsoft’s multi-screen advertising platforms.
“This is a novel way for NBC to promote its new shows, and will help build loyalty with existing fans and capture the attention of new audiences as the fall premiere season draws near.”
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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.
