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Starhub renews deal for Bundesliga football
MUMBAI: Singaporean pay TV operator Starhub TV will be the home of Bundesliga football in Singapore for three more seasons after concluding a contract extension with broadcast rights-holder DFL Sports Enterprises for up to, and including the 2014/2015 season.
The rights package includes ‘live’ coverage of up to 170 Bundesliga games, the Supercup, weekly match-week previews and an hour-long highlights show. The rights to content for online and mobile platforms are also included.
Starhub VP of home solutions, content Iris Wee said, “The Bundesliga is one of the top football leagues in the world and has a fast-growing global following. Singapore viewers enjoy the fast-paced, attractive football that the league offers and we are pleased that it will continue to excite our customers for three more seasons. It has been a joy working with DFL Sports Enterprises and we look forward to our continued partnership”.
The Bundesliga is ranked as the third best professional league in Europe (based on Uefa’s country coefficients which is determined the results of each football association‘s clubs in the five previous UEFA Champions League and UEFA Europa League seasons). Featuring clubs such as Bayern Munich and Borussia Dortmund, the league also boasts of international stars such as Mario Götze, Klaas-Jan Huntelaar, Philipp Lahm, Franck Ribery, Arjen Robben and Bastian Schweinsteiger.
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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.
