Applications
Saregama launches wap portal to download full songs
NEW DELHI: Saregama India Limited has launched wap.saregama.com where anyone can download full songs on their mobiles from anywhere.
With this, Saregama has taken further the initiative introduced by them in April 2009 when full-song downloads were allowed on mobile on Airtel Live and Vodafone Live through aggregator Techzone, which opened up a new revenue model for the music industry on the mobile platform.
Saregama chief manager – New Media PK Prasannan says, “Saregama‘s wap initiative to deliver the MP3 full songs from their rich catalogue of over 50000 songs from 10 languages has set a benchmark in the music industry. At a point when the physical sale is on a downtrend, Saregama has proved yet again that retro content has got good demand. Since the launch of this service on mobile more than 100,000 music lovers visited and downloaded songs from wap.saregama.com.”
This new platform brings Saregama’s huge collection of musical treasures to the mobile phone user. Browse through over 50,000 songs from India‘s top artists in every genre – from Lata, Rafi, Asha, Kishore to MS Subbulakshmi.
The South Indian selection has MGR, Rajnikant, Sivaji Ganesan, SPB, Yesudas. The Bengali music collection ranges from Tagore to Hemanta.
One can download on the GPRS enabled phone by logging on to http//mobile.saregama.com or http//wap.saregama.com or by sending the sms MUSIC to 56060. One can listen to a favourite song or sample the song of the day and the RJ’s special tracklist. Downloads are available for a nominal charge. Airtel and Vodafone users can download DRM free MP3 songs. Other selected telcos will get poly and true tones.
All the songs are digitised, Saregama said.
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.
