Applications
The “Indian Idol Junior” app now available on Windows phone app store
MUMBAI: Multi Screen Media (MSM) has launched a fun-filled application, Indian Idol Junior App on Windows Phone App Store. The application comes with new features and games and is available for download free of cost, on any Windows phone.
The mobile application was previously available only on Android application stores and the iTunes store and has been downloaded by around 150,000 users across devices. Around 66 per cent of the total votes for the favorite Indian Idol Junior have been sent across using the application.
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Speaking on the launch, Sony Entertainment Network executive VP new media, business development and digital/syndication Nitesh Kripalani commented, “The idea behind launching the app on Windows Phone App Store was to reach out to and engage with the fast growing fan base on the Windows Phone Platform. Indian Idol Junior is undoubtedly the number one music reality show from Sony Entertainment‘s stable and is loved by people across the country. Mobile penetration in India is burgeoning and our endeavor is to bring our popular shows right to the finger-tips of our audience. We have created a compelling second screen experience so that our fans don‘t miss out on the fun, even while they are on the move”.
“Apart from voting for their favourite Indian Idol Junior contestant and helping them win, people can use the dynamic ‘Popularity Meter‘ to see how popular their favourite ‘junior‘ is in the social universe, plus enjoy several other exciting elements and games” he added.
The application comes with inbuilt features like “Bachpan Ki Awaaz, a feature wherein users can record their voice into the app and the app fetches a voice of how the user sounded when he was a child. The sound clip can be shared for free on social media platforms like Facebook and Twitter.
Games include a Jigsaw puzzle where users can put pieces together to re-create their favourite scenes from Indian Idol show. Additionally, another gaming application “Catch the Musical Notes”, where musical notes fall through the screen display; users are to catch the maximum number of musical notes within a fixed time frame to win. Scores can be shared on Facebook and Twitter.
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.
