iWorld
#fame organizes an interactive session #famestarsLive
MUMBAI: Live video entertainment app #fame has launched #famestarsLive – a series of ground meet ups to evangelize the power of live video.
The four-hour long interactive session had three panellist – film critic Raja Sen, cricket columnist Ayaz Memon (aka Cricketwallah) and #famestar Pavleen Gujral along with 50 leading influencers. The event was hosted by #fame VP – content Ankit Vengurlekar
Addressing the inaugural event, #fame CEO Saket Saurabh said, “We believe that live video is a huge inflection point for the digital space and as pioneers of this in India, we are committed to evangelizing its power across stakeholders. #famestarsLive is a great platform for influencers to share their learning and experiences.”
“Live-streaming marks a truly unique kind of programming. I love the fact that there is no production or post-production process and there is a democratisation of the medium – anyone can shoot and go live, and it’s spontaneous and instant. The fact that there is real-time feedback on the app makes it fascinating,” he further added.
Highlighting the power of Live Video, Memon recalled, “I remember my first international tour to Pakistan in 1982, I would finish watching the day’s play and then run to the Central Telegraph Office to telex my review of the day’s play. My editor in Bombay would receive the tape at his end, key it in again, get bromides made after, which would come the plates to be put on the printing press and hours later, my words would see the light of day.”
Memon further added, “Following all that, there could be zero feedback from the audience. The internet has been as significant as the invention of the wheel and rapid improvements in technology have made dissemination of information so much more dynamic. Look at the #fame app now. You can go Live instantly from any part of the world and get instant feedback from viewers via chat. I love how instant and real time our world has become. I have started using the app so I don’t become a dinosaur in this uber connected generation.”
#famestar Pavleen, who talks about Health and Wellness on the app daily, said, “I am a nutritionist and people send me questions like if they can use one particular type of supplement or not. The interaction on the chat can be that personal or individual. And there are others who want to discuss their diet chart, in that case I share my email ids with them and connect further.”
iWorld
YRF, Red Chillies explore micro dramas as format gains ground
Short-format boom grows, 71 per cent users rely on UPI autopay.
MUMBAI: Big stories are getting shorter and Bollywood’s biggest studios are starting to think small to stay big. Yash Raj Films and Red Chillies Entertainment are independently evaluating entry into the micro drama space in 2026, signalling a strategic pivot as legacy players chase the fast-growing demand for bite-sized storytelling.
At YRF, the recent appointment of Saugata Mukherjee is being read as more than just a leadership shuffle. Industry insiders view the move as a deliberate step towards building a sharper, digital-first content pipeline. Mukherjee, who previously played a key role in shaping premium originals at SonyLiv, is known for backing narrative-led shows that helped the platform stand out in an increasingly crowded OTT market. His experience in scaling differentiated content is now expected to anchor YRF’s next phase of expansion.
While YRF’s plans appear relatively advanced, conversations around micro dramas are also picking up at Red Chillies, albeit at an earlier stage. Insiders suggest the studio is exploring the format as part of a broader rethink of content strategy in a market where attention spans and distribution formats are rapidly evolving.
The timing is hardly accidental. India’s micro drama ecosystem is already taking shape, with platforms such as JioHotstar (“Tadka”), Zee5 (“Bullet”), Amazon MX Player (“Fatafat”) and Tata Play (“Shots”) experimenting with mobile-first, episodic formats designed for binge consumption. Alongside these, niche players like Kuku TV, QuickTV and StoryTV are also building early traction.
What is driving this surge is not just format novelty but consumption behaviour. Data from Redseer indicates that content velocity and freshness are emerging as key engagement drivers, with users responding strongly to frequent releases and evolving story arcs. Interestingly, pricing is not a major friction point audiences are willing to pay, provided the content offers novelty and quality.
User feedback also points to a shift in taste. There is growing appetite for genre diversity beyond familiar tropes, opening up space for experimentation in storytelling formats. This creates an opportunity for both incumbents and new entrants to differentiate in what is quickly becoming a crowded segment.
Monetisation, however, remains tightly linked to ease of access. Around 71 per cent of users rely on UPI autopay for subscriptions, underlining the importance of seamless payment systems even as platforms explore diversified revenue models.
The rise of micro dramas is part of a larger shift in India’s digital entertainment landscape, where interactive media including audio streaming, social discovery and niche formats such as devotional and astrology-led content is gaining momentum. This broader segment is projected to grow into a $3.1–3.4 billion market by FY30, with micro dramas expected to be among the fastest-growing categories, outpacing traditional short-form video.
For studios like YRF and Red Chillies, the message is becoming clear: in a market where attention is fragmented, storytelling may need to shrink in size but not in ambition.
