iWorld
Mythoverse Studios announces its foray into the Metaverse; appoints Anshu Patni as CEO of gaming and Web3.0
Mumbai: Mythoverse Studios, a venture of media entrepreneurs Madhu Mantena and Sheetal Talwar on Monday announced that the company is all set to enter the Web3.0 space and will concentrate on bringing newer immersive experiences for its audiences inspired by stories from Indian Mythology. As a part of expanding its horizons, Mythoverse Studios has appointed Anshu Patni as its CEO of gaming and WEB3.0.
She comes with over a decade of experience in the content, talent, and gaming business under her belt. In her new role, she will have her eyes set on bringing the immersive world of Mythoverse in its Web3.0 Avatar.
Mythoverse Studios founder Madhu Mantena commented, “The work we have done over the past few years at Mythoverse lends itself to the huge opportunity that Metaverse offers. As part of this expansion, I am happy to bring on board Anshu as our CEO for the WEB3.0 and gaming business. I am confident that under her leadership we will open and explore new frontiers of immersive experiences that we hope to explore and exploit not only at Mythoverse Studios but for all the wonderful IP that we own and create at Phantom Studios and Cinergy Films.”
Patni said, “After having worked with content platforms, producers and artists across entertainment and gaming in the WEB2.0 space, I am looking forward to creating new experiences in the WEB3.0 space for Mythoverse and the immersive world of entertainment that we are building.”
With over 15 years of experience in the entertainment and content ecosystem, she brings with her a unique set of expertise across content, talent management and brand building. Anshu also hosts a podcast called QUESTIONS I WANTED TO ASK across various audio and video platforms. In her previous roles, Anshu has helmed CHNO Media and also as the business head at CAA Kwan.
Mythoverse Studios is focused on bringing immersive experiences across various mediums and platforms inspired by Indian Mythology. The company is currently producing two epics- Ramayana and Mahabharata which it said are expected to bring together some of the biggest names in the Indian film industry.
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.
