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NDS Indian R&D staff to be relocated to China
MUMBAI: NDS is planning to relocate some of its staff from its research and development division and managers from India and Israel to its Chinese facility in Shenzhen where its R&D, engineering and customer support staff are housed. The leading provider of technology solutions for digital pay-TV today announced that it would treble its investments in local people and infrastructure in 2010 as it increases development of solutions, partnerships and services for customers in China and the rest of the world.
This is to add to the 73 per cent increase in its headcount it has effected over the past 12 months in China. NDS plans to further its partnerships with Chinese companies in the consumer electronics space, semiconductors, systems integration, and digital-TV applications market.
As part of this, it has partnered with Changhong, a leading set-top box (STB) and CE manufacturer, to develop a range of interactive applications for the Chinese market, targeted at convergence and the Next Generation Broadband (NGB) initiative. NDS will market these applications to other regions, as part of a drive to increase export opportunities for Chinese CE and STB manufacturers. NDS is also partnering with leading value-added TV service provider DOXTV, to bring DVR and push VOD functionality in China.
“We believe that Chinese digital-TV technology will have a major impact on the global pay-TV market, as other countries start to seek out Chinese knowledge, experience and products. We already have significant resources in China, and accelerating our investment now and in the future allows us to rapidly increase our support for the dynamic and growing Chinese digital-TV market,” said Sue Taylor Chairman, NDS China, Senior Vice President and General Manager Asia Pacific.
“NDS supports the government’s initiatives by providing tailor-made solutions for NGB and Three Network Convergence, while forging stronger links with local vendors to jointly develop solutions for the Chinese market,” continued Taylor.
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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.
