Applications
Reliance Big TV, Sony Music sign strategic pact for value added content
MUMBAI: Reliance Big TV and Sony Music have entered into a strategic agreement to showcase value added content on Reliance‘s DTH platform.
Under the strategic agreement, Reliance Big TV will premiere the Beyonce‘s Concert on its PPV channels for four weeks, starting 11 November.
The special PPV offering will feature Live at Wembley concert that was shot during Beyonce‘s Dangerously in Love – International Tour in London.
The Dangerously In Love Tour was singer Beyoncé‘s first solo concert tour, intended to showcase songs from her debut solo album, Dangerously in Love.
Reliance Big TV senior VP Umesh Rao, “The Premiere of Beyonce Concert is part of our long-term plan to introduce non-film content on our PPV platform by offering enriched and unique content. We plan to address the home entertainment needs of Indian TV households through differentiated content acquired from leading content providers, like Sony Music, from across the world.”
Reliance Big TV will offer Beyonce‘s Concert for Rs 50 per view. Each per view subscription will be valid for 24 hours from the time of activation. Beyonce‘s Concert on Reliance Big TV‘s PPV channels will be on air for a period of four weeks.
As part of its efforts to introduce non-film content, Reliance Big TV has earlier showcased Michael Jackson‘s Live in Bucharest Concert and Pink Floyd‘s Pulse from Sony Music on its PPV channels. Following its strategy to offer content for all audiences, Reliance Big TV will also be showcasing Maruti Mera Dost from 6 November and Luck By Chance and 13B from 11 November at Rs 25 and Rs 50 respectively.
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.
