iWorld
MX Player inks two-series deal with GoQuest Media
Mumbai: Global independent content distributor GoQuest Media has joined forces with Indian entertainment app, MX Player for an exclusive two-series licensing deal. This association sees MX Player acquire the Indian rights to two captivating Ukrainian dramas Ruby Ring (95 x 45’) and I’m On Your Side (48 x 45’) produced by Media Group Ukraine (MGU).
Capturing the attention and imagination of audiences around the world, Ruby Ring has aired in more than 40 countries. The series is a multilayered and captivating story of two sisters, Anna and Yana, whose lives change drastically by events that alter their destiny, putting them at a vital crossroads of their lives in conflict with each other for the perfect life. A romantic crime drama I’m On Your Side is based on the classic fairy tale Beauty and the Beast, where on one particularly bad day, Anastasiya becomes an involuntary witness to a murder and gets drawn into the dark world of crime.
Elaborating on the deal, MX Player’s SVP and head – content acquisitions & alliances, Mansi Shrivastav, said, “International content is now widely accepted and available in India; at MX Player, we dub these in local languages so as to appeal to a wider set of audiences. After Korean and Turkish shows, there is a rising interest in Ukrainian dramas across the country, mainly because of how these stories depict the everyday lives of ordinary people and their trials and tribulations, making them relevant for viewers across the globe. Our association with GoQuest is yet another step in adding to our large catalogue of global content that Indian viewers can consume for free.”
GoQuest Media VP – sales & acquisitions, Jimmy George added, “Our belief is that the appetite for foreign-language content will only grow as more and more streaming giants like MX Player want to provide variety to their subscribers. This belief is now strengthened with this deal. We are very excited to bring these titles home and couldn’t have found a better partner than MX Player to do it with.”
MGU head of content sales department, Iryna Chernyak said, “We’d like to thank GoQuest Media, the international distributor of our TV dramas for the fruitful cooperation. We have many new high-quality series’ catering for every taste and budget and we look forward to further developing our collaboration with GoQuest Media.”
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.
