iWorld
ShareChat appoints Kartik Patiar as the new national head of Online, Media & Entertainment Vertical
Mumbai: ShareChat (Mohalla Tech Pvt. Ltd.), India’s largest homegrown social media company announced the appointment of Kartik Patiar as the senior director leading the Online and Media & Entertainment verticals nationally for ShareChat and Moj. In his new role, Kartik will be a part of ShareChat’s business team.
With a diverse experience of over 16 years across multiple sectors and industries, Kartik was previously responsible for driving the Revenue Charter at Disney+ Hotstar, as Director for LCS Sales. He has been associated with e-commerce, e-classified and food-tech industry with likes of Flipkart, OLX and Swiggy respectively, where he straddled between Business, Growth and Marketing roles. Additionally, his previous stints also include – Lenovo, Asia Pacific where he led Marketing strategy for the Asia Pacific region and has also worked with the FMCG major Mondelez in the early part of his career. He is very passionate about the Consumer Tech and Internet commerce ecosystem in India.
Commenting on Kartik’s appointment, ShareChat and Moj, chief business officer Gaurav Jain said, “Kartik has spent over a decade working in sales and marketing. His strong understanding of the industry dynamics and customer sentiment will be an invaluable experience for us at ShareChat. His incredible insights will help us further empower the Business team at India’ largest homegrown social media company and we look forward to together crafting an outstanding social experience for all our partners.”
Talking about his new role at ShareChat, Patiar said, “I am very excited to embark on this new journey with ShareChat and it is indeed a privilege to be working with some of the most talented and incredible individuals and teams. I am looking forward to contributing to the company’s strong foundations and maximizing our business efforts. I aim to positively impact our sales efforts, client relationships and new growth opportunities for the business.”
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.
