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TV technology companies upbeat on digital India
MUMBAI: Television technology companies are upbeat on India as a market with the government having mandated digitisation. But the challenge is that cable operators have to be educated on the kind of infrastructure they need to build and the investments which would be required.
This was a view expressed by several exhibitors at the television technology trade exhibition Scat India. NDS India country head, GM Jayant Chagrani said that the company is pushing its hosted solution which was specially developed for the country. It is a low capex entry level solution and NDS will take care of the backend completely.
“We are targeting smaller operators who will be a part of the second and third phase of digitisation. We have received a good response at Scat. It offers scalability by being able to upgrade to a full Videoguard system with features and revenue generating services like DVR. We have a market share of over 40 per cent.”
Conax sales director Amit Khera said that the company has a 33 per cent market share and wants to maintain and build on that. “What we are seeing is that in the first phase operators are running around for survival. In the second phase there will be more time as operators will take things seriously. The mindset that the government will delay things is no longer present. Our aim is to give the right products at the right prices.”
Gospell international business department manager Horace Hao said that the company is taking part in tradeshows to create awareness. It is having demos and is also visiting clients. “We provide a turnkey solution that offers convenience. Our products include headends and set top boxes. India offers excellent potential”.
Catvision which offers digital headends among other products expects to sell 20 headends next year. Catvision GM Manoj Thakur said, “In addition to cable operators, we also work with five star hotels. The challenge is that the smaller cable operators are not educated enough about digitisation. We have to educate them. We have dealers across India.”
Saibaba Enterprises sells products for networks and cable TV including switches and converters. Now the company is focussing on digital headends under the DBC brand name. Vishal Katara notes that the company has distributors in every state. “We see good potential here. Technically and sales wise we have an edge. We have a good support team which means that there is no language barrier.”
Optilink, which offers networking hardware, cable TV hardware and an end to end solution, is looking at targeting smaller operators with the second phase of digitisation due next year. The company‘s CTO Piyush Dedhia said that the company, which had focussed on large cable operators so far, will also look at smaller operators in the next six months and will come out with products for them. “We have a situation though where cable operators ask about set top boxes but do not understand the technology like conditional access. Operators to an extent are afraid as they do not know about digitisation and the future. We will be doing seminars among other things to market our products and to educate about the digitisation process.”
Customer relationship management solutions provider Gaps Technologies, which recently launched its service, has received several inquiries from cable operators. “We offer a CRM solution for managing subscribers. It allows cable operators to save time when it comes to handling customer issues. Any business needs a communication centre and cable TV is no different. Our product can also be adapted and customised depending on an operators requirement,” said Gaps Technologies MD and CEO Suhel Faridi.
JainHits is positioning itself as the first direct to network solution for cable operators. The company’s national sales head Jeet Narayan Singh said that the offering is not only cost effective but also better than DTH. “There are 60,000 small cable operators in the country who want an inexpensive solution. It costs Rs. 1.5 million. We will help cable operators remain independent by growing their business. Our service starts in mid December. When we talk to operators they are concerned about the quality of service. The options here are limited.”
System integrator CNet, which offers end to end solutions, plans to have a 10-15 per cent share by 2015. The company’s head sales, marketing Arun Kaushik said, “The challenge is that cable operators don’t know where the market is. They need to understand that the business model for digitisation must be long term. We help them achieve that objective. We have 27 service centers across the country. We also have three different models for our solution. These are low cost, medium cost and premium top of the line. This allows us to address everybody.”
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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.
