Applications
NDS is Comcast’s professional services partner
MUMBAI: NDS has been chosen by US entertainment service provider Comcast to be the prime integrator of the company’s tru2way software integration project that utilises the Cable Labs tru2way Reference Implementation (RI).
Under this agreement, NDS’ Professional Services Group will lead set-top box (STB) testing, code development and success validation for the integration of new tru2way applications and devices for Comcast.
NDS will provide Comcast with services that optimise the RI stack, enabling uniform and reliable porting to tru2way STBs. This will allow Comcast to run the same applications and services across multiple models of STBs, offering a consistent user experience for subscribers and providing the company with the freedom to use a variety of hardware platforms.
The NDS team will work to build the RI testing tool, implement the tests against the different STBs, develop code and assist in fixing any issues.
Comcast senior VP of advanced business and technology development Mark Hess says, “We are committed to the Cable Labs Reference Implementation and its deployment on tru2way devices. NDS has tremendous experience in working with video operators around the world and has proven their ability to offer reliable, timely and highly competent solutions as an integrations partner. We’re eager to begin our work together to enhance the RI, which will help advance the industry’s adoption of tru2way while also enabling us to bring our customers interactive services.”
NDS VP, GM of professional services Stuart McGeechan says, “Our integration and professional services work has been recognised as dependable and effective in providing complex technical solutions to the US cable market. We are greatly looking forward to integrating the secure RI application into the Comcast portfolio, as this agreement further underlines our successful approach of bringing together best of breed products and solutions while cementing our position as a reliable and trusted ‘go to’ partner for North American cable companies.”
Applications
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.
