iWorld
MasterChef India is back with a bang, and the call for entries is now open on Sony LIV
Mumbai: Master Chef India, one of the most prestigious cooking reality shows, is searching for talented individuals with a flair for cooking to participate in its upcoming season. If you have what it takes to impress our panel of expert judges with your creativity, technique, and presentation, then this is the competition for you.
Whether you are a home cook or someone who simply loves experimenting in the kitchen, Master Chef India welcomes everyone with a passion for food. So, get ready to whip up something extraordinary and make your mark in the culinary world!
To register, simply visit the Sony LIV app and fill out the application form. Don’t miss the opportunity to be a part of this incredible journey, where you will have the chance to learn from renowned chefs, receive valuable guidance, and showcase your passion for cooking to millions of viewers.
This is not all, using the new MasterChef India filter on Instagram, you can now nominate your friends and family members who you believe have the potential to compete in the show. Post the pictures tagging them and Sony LIV! Spread the word and help us in narrowing our search for the next MasterChef!
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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.
