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NSTPL’s HITS platform christened as Jain HITS
MUMBAI: Jain TV Group-owned NSTPL (Noida Software Technology Park Limited) has christened its yet-to-be-launched Headend-In-The-Sky (HITS) platform as Jain HITS.
NSTPL claims to have signed a few broadcasters for content. However when questioned, a top official did not want to disclose the names of the broadcasters, saying that “this was confidential information”.
NSTPL has said that Jain HITS shall follow the logic of “Connect and Collaborate approach”.
The promoters of Jain HITS believe that the achievements of practical energy and technical skills of small and medium size cable operators can be channelised by organising them through the federation of cable operators.
Jain HITS‘ “New Generation Network” and its set-top box (STB) will have special provisions to turn into a hybrid platform providing both broadcasting as well as broadband Internet services.
Hybrid platforms will be able to provide many Value Added Services including Voice Over Internet Protocol and the day is not far that today’s cable operator shall be providing through his local area network triple play services, the company said.
NSTPL already has a multi-year, multi-transponder agreement for C-band capacity on Intelsat 902 at 62 degree East. The company will use the capacity to create a white label, turnkey channel package that can be received and distributed by multiple system and local cable operators throughout the country.
HITS is a New Generation Network (NGN) that consists of Satellite Transponders in the outer space, spectrum on the airwaves, teleport equipped with a dish farm that can downlink all the satellite channels, decrypt each channel, bundle them together, encrypt the aggregated signal in digital form, aggregate multi program streams and uplink to the Satellite in the outer space so that cable operators can receive on a single dish all the 200 to 500 channels.
NSTPL has roped in former Trai chairman Pradip Baijal as a mentor for the HITS project. He will provide leadership on a full-time basis.
It must be noted that WWIL, which had launched its HITS services in 2008, had to suspend its services in 2010 citing lack of clarity in the regulations.
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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.
