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WWIL to feel Rs 1 bn pinch from HITS
MUMBAI: Wire and Wireless (India) Ltd. has suffered a loss of around Rs 1 billion from its Headend-In-The-Sky (HITS) operations and has suspended the service from 1 April as the government is yet to come out with tariff and content guidelines for the new delivery technology.
WWIL, the first and the only cable TV operator to have launched the service, has invested over Rs 1.5 billion towards HITS.
“We will revive HITS after the guidelines are in place and it is favourable for the industry. We would be losing about Rs 650 million in FY‘10 from the HITS operations. Our total loss on HITS would be Rs 1 billion,” a source said.
WWIL, hoping to get a nationwide footprint through HITS, had purchased 600000 set-top boxes but could manage to deploy around 110000 of them.
The multi-system operator, controlled by the Essel Group, expects losses for the fiscal ended 31 March 2010 to be around Rs 250 million, a lower amount than the losses from HITS, as analogue cable has turned profitable for it.
Revenue could close under Rs 3 billion, primarly led by carriage fee paid by broadcasters. “The carriage fee will account for 50-55 per cent of our total revenues in FY‘10,” the source said.
WWIL has already received Rs 2.2 billion from its proposed Rs 4.5 billion rights issue.
The focus this year will be to expand the analogue business.”We plan to revive in Hyderabad and expand in Bhubaneswar and West Bengal. We will revive our acquisitions drive,” the source said.
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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.
