iWorld
News9live.com promote liver health and raises awareness with special campaign
Mumbai: Taking cognizance of the millions of people in India who suffer from liver-related diseases, and the relatively large number of early cases that go undiagnosed, News9Live.com took a proactive step to spread awareness on the subject. A holistic Liver Day Campaign by the English news website of TV9 Network, India’s largest news network, was launched on the 19th of April 2024, with the tagline, “Be Vigilant, Get Regular Liver Check-Ups, and Prevent Fatty Liver Diseases”.
The liver, being the second largest and one of the most vital organs in the human body, helps eliminate toxins and regulate metabolism. Liver diseases are becoming increasingly common the world over, but the issue is especially prevalent in India. Reports have shown that over one-third of Indians suffer from non-alcoholic fatty liver disease, often remaining unrecognised. In 2015, India alone contributed to nearly one in every five liver disease-related deaths, making it a phenomenon of epidemic proportions.
The Liver Day Campaign by News9Live.com was focused on educating the public on the lesser-known facts of this epidemic, and the lifestyle changes needed to boost liver health. Through interviews with experts, articles, explainer videos, and interactive resources, News9Live.com has set out on a mission to equip readers across the nation with the knowledge necessary for maintaining a healthy liver.
News9Live.com editor Ajith Kumar emphasised the importance of proactive initiatives like the Liver Day Campaign, stating, “At News9Live.com, we understand the urgency surrounding liver health concerns and the pivotal role awareness plays in prevention. As the English website of India’s largest news network, it is our responsibility to educate people about this, and to do our bit in fostering better lifestyles for our readers”.
World Liver Day 2024 special coverage on News9Live included topics such as:
· 8 ways to cleanse your liver
· An interview with Dr Rajiv Lochan J of Manipal Hospital on the spike in non-alcoholic fatty liver disease among India’s youth
· Experts’ advice on immunology and liver transplantation
· 9 factors that cause non-alcoholic fatty liver diseases
· The most common signs of liver damage
· The top 8 foods for a healthy liver
· The emergence of tobacco as a threat to Gen Z liver health
· The 10 warning signs of a damaged liver
iWorld
Micro-Dramas Surge in India, Redefining Mobile Content Habits
Meta-Ormax study maps rapid rise of short-form storytelling among 18–44 audiences.
MUMBAI: Micro-dramas aren’t just short, they’re the snack that ate Indian entertainment, and now everyone’s bingeing between the sofa cushions. Meta, in partnership with Ormax Media, has released ‘Micro Dramas: The India Story’, a comprehensive study unveiled at the inaugural Meta Marketing Summit: Micro-Drama Edition. The report maps how the vertical, bite-sized format is reshaping content consumption for mobile-first audiences aged 18–44 across 14 states.
Conducted between November 2025 and January 2026 through 50 in-depth interviews and 2,000 personal surveys, the research reveals that 65 per cent of viewers discovered micro-dramas within the last year proof of explosive adoption. Nearly 89 per cent encounter the format through social feeds and recommendations, making algorithm-driven discovery the primary engine rather than active search.
Key viewing patterns show a median of 3.5 hours per week (about 30 minutes daily) spread across 7–8 short sessions. Consumption peaks between 8 pm and midnight, with additional spikes during commutes and work breaks classic “in-between moments” that the format fills perfectly. Around 57 per cent of viewing happens in ambient mode (while doing something else), and 90 per cent is solo, enabling more intimate, personal storytelling.
Romance, family drama and comedy lead genre preferences. Audiences show growing openness to AI-generated content, 47 per cent find it unique and creative, while only 6 per cent say they would avoid it entirely. Regional languages are surging after Hindi and English, Tamil, Telugu and Kannada dominate consumption.
Meta, director, media & entertainment (India) Shweta Bajpai said, “Micro-drama isn’t a passing trend, it’s rewriting the rules of Indian entertainment. In under a year, an entirely new category of platforms has emerged, built audience habits from scratch, and created a business vertical that is scaling fast.”
Ormax Media founder-CEO Shailesh Kapoor added, “Micro-dramas are beginning to show the early signs of becoming a distinct content category in India’s digital entertainment landscape. When a format aligns closely with how audiences naturally engage with their devices, it has the potential to scale very quickly.”
The study proposes ecosystem-wide responsibility, universal signposting of commercial intent, shared accountability among advertisers, platforms, creators, schools and parents, built-in safeguards, and formal media literacy in schools.
In a feed that never sleeps and a day that never stops, micro-dramas have slipped into the cracks of every spare minute turning 30-second stories into the new national pastime, one vertical swipe at a time.
