iWorld
Airtel and Apple launch India’s first 4G on mobile
MUMBAI: Bharti Airtel, a leading global telecommunications company with operations in 20 countries across Asia and Africa along with Apple recently launched India’s first 4G on mobile. Airtel customers in Bengaluru on Apple iPhone 5s or 5c will be able to experience 4G on their mobile at the current 3G prices for a ‘FLYing’ internet browsing experience while on the move. Customers have to just change their existing SIM to a 4G SIM to start enjoying 4G on mobile without any need to migrate from their existing data plan.
Airtel mobile customers both prepaid and postpaid can experience 4G on mobile to experience never before capabilities like high definition video streaming with zero buffering, download 10 movies in less than 30 minutes, upload full holiday albums in less than five minutes by uploading two high quality photos per second and connect multiple devices without any experience constraint. 3G customers in Bengaluru on iPhone 5s or 5c can start enjoying 4G speeds at same price points as their existing 3G plan/pack.
Customers on 2G/GPRS data plans/packs can also opt for any of the 3G plans/packs available and enjoy 4G speeds. In addition to these plans, for heavy data users, Airtel also announced the launch of a new 4G plan giving customers 10 GB 4G data for Rs 1000. While data browsing will be on 4G network, voice calls will be routed on 2G/3G seamlessly with the CSFB (circuit switched fall back) technology.
Bharti Airtel India director – consumer business Srini Gopalan said: “Airtel has always set the technology trends in India and was the first operator to introduce 4G to the country. The Information Technology capital of India saw the advent of 4G in 2012 and today we are proud to announce the launch of the much awaited Airtel 4G services on mobile in partnership with Apple. We will together give customers in Bengaluru the power to upgrade to cutting edge 4G LTE technology at no additional cost. As a brand we are committed to enriching lives of millions by giving them the best user experience and invite our data savvy customers in the city to enjoy this world class data experience.”
iWorld
JioHotstar enters micro-drama space with 100 shows under Tadka banner
Short-form push targets 300M users as content meets commerce in new format
MUMBAI: JioStar has made a bold play in India’s fast-growing micro-drama space, rolling out over 100 short-form shows under its new Tadka banner on JioHotstar, timed with the massive viewership surge of the Indian Premier League 2026.
The scale of the launch signals clear intent. Rather than testing the waters, the company has dived in headfirst, releasing a wide slate of content on day one. Each show is designed for quick consumption, with episodes running 60 to 90 seconds in a vertical format tailored for mobile-first audiences.
The move comes as India’s micro-drama market, currently valued at around $300 million, is projected to grow tenfold to over $3 billion by 2030. Globally, the format has already proven its mettle, with China’s micro-drama sector recording explosive growth in recent years.
What sets this rollout apart is its built-in monetisation strategy. The shows are free to watch and ad-supported, with brand integrations woven directly into storylines from the outset. It reflects a broader shift where content and commerce are increasingly intertwined, rather than operating in silos.
The timing is equally strategic. With more than 300 million users already tuning in for IPL action, JioHotstar is effectively turning cricket’s biggest stage into a discovery engine for its new format.
The company is not entering an empty arena. Early movers like Kuku TV, MX Player and platforms backed by Zee Entertainment Enterprises have already laid the groundwork, building audiences and validating demand for snackable storytelling.
Now, with scale, distribution and advertiser interest aligning, the big players are stepping in. For JioStar, Tadka may well serve as a proving ground for the next evolution of digital entertainment, where every minute counts and every second sells.
If the bet pays off, India’s next big content wave might just arrive in under 90 seconds.
