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Seagate bets on UltraViolet technology
MUMBAI: Seagate Technology, which manufactures and provides storage devices and solutions for the cloud and home, has become a member of the Digital Entertainment Content Ecosystem (Dece) an open, cross-industry consortium of movie studios and technology companies that developed and operate UltraViolet.
Dece members include Hollywood studios such as Sony Pictures Entertainment, Warner Brothers, Fox Studios and Paramount Pictures as well as consumer electronics companies such as LG, Samsung, and Sony Electronics.
Seagate VP marketing Scott Horn said, “Digital distribution beyond DVDs and Blu-ray Discs is not only the way of the future, it is the present and we know that storage is key to this ongoing transition. Seagate sees UltraViolet as a leader in bringing content to consumers in this new digital age and we are excited to be helping them make their vision a reality.”
UltraViolet is a way to collect and enjoy movies and TV shows in the cloud. Once home entertainment content has been added to an UltraViolet account, users then have the option to stream it over the Internet or download it for offline viewing.
With UltraViolet, consumers have greater flexibility and can watch or store purchased content on their terms whether it is on a mobile device, computer, television, game console, or storage device.
UltraViolet GM Mark Teitell said, “With UltraViolet, consumers enjoy the flexibility and security of cloud-based entertainment rights combined with the choice-expanding benefits of a widely honored industry standard. As a Dece member, Seagate‘s expertise and perspective on cloud solutions and storage devices will help the organization continue to evolve these benefits.”
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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.
