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Siti Cable signs up rev share pact with 55% of its LCOs
NEW DELHI: Siti Cable Network Limited (formerly known as Wire and Wireless (India) Limited (WWIL)) Friday claimed to have executed Digital Addressable System (DAS) Interconnect agreement with about 55 per cent of its local cable operators (LCO) as part of its commitment for timely implementation of digitisation in top metros across India.
Following the Siti Cable initiative to offer carriage revenue share with LCOs, the latter were enthusiastic with the revenue sharing arrangement and this led to this positive contribution and support to the company, a statement said. This Interconnect arrangement will allow cable operators to provide the encrypted TV channels signals to the subscriber.
The progress in execution of LCO Interconnect agreement is slowing down as other MSOs are not pushing for agreement execution on the ground. Siti Cable is the only MSO to execute these many agreements.
With less than one month to go for first phase of digitisation of cable TV networks in metros, the company is actively engaging the LCOs for smooth migration to digital regime. The company has provided “Own Your Customer ” Management system which is designed for LCOs to handle subscriber related transaction on their own includes activation, deactivation, up gradation , down gradation, billing , payment, account statement, packaging, complaints etc.
The objective behind developing such Subscriber management system is to empower the cable operator. It will help cable operators to provide better and prompt services to his subscribers on digital platform. The SMS system can be accessed by cable operators on Mobile Phone, Tablets and PC/ Laptop.
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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.
