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Reliance Communications to distribute ICC World Twenty20 mobile content
MUMBAI: With two weeks to go before the West Indian party begins at the International Cricket Council (ICC) World Twenty20 2010, ICC global partner Reliance Communications is set to bring the atmosphere of world-class cricket from the Caribbean directly to the mobile handset.
The official ICC World Twenty20 West Indies 2010 mobile services will include live audio commentary, match action video clips, wallpapers, ring tone, caller ring-back tune, score updates and other features. It will be available for a wide range of mobile devices including the iPhone and BlackBerry.
Licensing Opportunity: To extend the reach of the official services, Reliance Communications is keen to tie up with established mobile operators in key cricket territories so that fans located in the United Kingdom, Australia, India, Pakistan, Ireland, Sri Lanka, South Africa, New Zealand and the West Indies can enjoy the action and excitement of international Twenty20 cricket.
ICC Mobile Rights Protection: The appetite for cricket content delivered via mobile phone is growing rapidly in countries such as India, where internet penetration and even television coverage is not fully developed outside of major cities. However, since the market is still in its infancy there is a general lack of understanding as to what constitutes permissible non-rights holder coverage of cricket and other sports.
To safeguard the value of the ICC mobile rights and to encourage take up of the official services, ICC has issued an advisory notice which explains the process by which interested parties will be able to partner with Reliance Communications. It should be noted that ICC and Reliance Communications will monitor mobile services during the event in the West Indies and may impose legal proceedings against any infringers of the exclusive rights granted by ICC to Reliance Communications.
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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.
