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NDS to showcase scalable solutions for digitisation
MUMBAI: NDS which is now a part of Cisco has announced that at the television technology trade event Scat India 2012 which kicks off tomorrow in Mumbai it will showcase proven solutions that enable the streamlined and cost-effective deployment of future-ready digital pay-TV services in India. The event runs from 3-5 November 2012.
At SCaT India 2012, NDS will demonstrate proven solutions, developed locally to support the deployment and growth of digital cable TV services in India. Addressing all tiers of operators, NDS technologies provides cost-effective and future-ready solutions to support its customers through the digitisation process and as they expand their services.
NDS adds that its solutions are currently deployed in over three million cable TV homes – equivalent to over 50 per cent of all digital cable subscribers in India.
NDS counts a number of cable operators in India as customers, including: ADN, Atria, CCN, Darsh Digital, DEN Networks, GTPL, Hathway and Jak Communications. As part of its presence at the show, NDS will be showcasing deployments for Den Networks and Hathway.
Den Networks CEO SN Sharma said, “Underpinned by NDS technologies, Den is one of the fastest-growing MSOs in the Indian cable TV industry. The programme to digitalise cable TV networks has significantly changed the dynamics of the market and innovation and time to market now dominate. Today, we have more than a million satisfied digital cable TV viewers on our platform and this has been made possible due to NDS‘ market leading technology and intuitive user-interface. NDS has effectively partnered with us to deploy new technologies and next-generation services such as interactive TV and HD.”
Hathway Cable and Datacom MD,CEO K. Jayaraman said, “As NDS‘ partner since 2003, I have seen the company evolving as the market leader in India. NDS has come a long way and now supports some of the leading cable operators and DTH players in the country. Our association with NDS has always allowed us to upscale our technology and rapidly grow our subscriber numbers. NDS‘ local R&D and support facility does a commendable job in the overall execution of a particular technology. The company has supported us to offer new services and advanced features for a superior viewing experience which in turn will satisfy our customers and encourage growth.”
NDS country head, GM India Jayant Changrani said, “The Indian pay-TV industry is in a state of flux and our role as solutions provider is to support our customers through this transition by providing the most effective technologies and a differentiated, revenue generating platform that enables them to satisfy and grow their subscriber base.” He continued “At SCaT 2012 we will be showcasing solutions that provide the most accessible framework for digitisation and the monetisation of television services.”
Demonstration at the show will include:
- End-to-end solutions with additional revenue generating opportunities; including digital video recorder (DVR) functionality, video on demand (VOD), progressive download, interactive services and HD.
- Customisable electronic programme guides, that enable operators to further differentiate their offering and build their brand identity. Including through the deployment of addressable EPG based advertising.
- Scalable, managed solutions, enabling even the smallest operator to launch digital cable TV services with significantly reduced, hardware, software and operational costs.
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.
