iWorld
JioCinema to live-stream World Athletics Championships Budapest 23
Mumbai: Viacom18 has announced the acquisition of exclusive digital rights to live-stream World Athletics Championships Budapest 23 on JioCinema. From 19 to 27 August, the world’s best athletes will come together in Budapest aiming for the ultimate glory.
The Indian contingent will include 28 athletes with Olympic champion and 2022 World Championships silver medallist Neeraj Chopra being the focal point. On the back of winning a silver at the Asian Athletics Championships, long jumper Murali Sreeshankar will also be one to watch out for.
Out of the 28 athletes, 15 will be competing at the Worlds for the first time ever. At 19, former World U20 Athletics Championships silver medallist Shaili Singh is the youngest member of the contingent.
“Securing the rights of the World Athletics Championships Budapest 23 is a testament to our commitment to offering top-tier global sporting properties to our viewers on their preferred platform with no barriers to access,” said Viacom18 sports head of strategy, partnerships & acquisitions Hursh Shrivastava. “We are excited to offer fans a compelling presentation that includes exclusive peeks into the journey of India’s best athletes to the Championships alongside the drama and thrill of live action.”
To enhance the live-viewing experience, JioCinema will present a 360-degree coverage that will include previews, exclusive interviews, analysis & expert opinions on the elite Indian athletes as they go toe-to-toe with the world’s best in Budapest.
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.
