iWorld
Get ready for the crime thriller of the year: Por Thozhil slated to premiere only on Sony LIV 11 August!
Mumbai: With an astounding IMDb rating of 8.5, Por Thozhil (The Art of War) has already solidified its position as a crime thriller that ensures an enthralling cinematic experience. Sony LIV is all set to take you on an adrenaline-pumping experience with the exclusive premiere of the blockbuster Tamil film – Por Thozhil. After taking the big screen by storm, the acclaimed film is slated to make a thunderous entry into your living rooms on the 11 August.
In the chilling backdrop of gruesome murders, the story follows a young cop’s quest to face his fears. With a mysterious and distant veteran by his side, he must track down a cunning serial killer. As they delve into the twisted mind of the psychopath, a relentless cat-and-mouse game unfolds. But will they be able to uncover the killer’s sinister motives before it’s too late?
Produced by Applause Entertainment in association with E4 Experiments & Eprius Studio the film is helmed by debutant director Vignesh Raja. With stellar performances from Sarath Kumar, Ashok Selvan, and Nikhila Vimal, ‘Por Thozhil’ is written by Vignesh Raja and Alfred Prak.
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.
