iWorld
Vi partners with Firework to offer vertical video stories to users
KOLKATA: Telecom operator Vi has inked a strategic partnership with Firework, the world’s largest story publishing platform based in Silicon Valley.
This is the first time an Indian telecom operator has offered the Stories format to its users. Globally, almost every platform is adopting the Stories format to enable higher engagement for its audiences. The partnership allows Vi to leverage Firework's massive content repository from global content studios and also get access to unique occupational generated content (OGC) creators who are expert storytellers across a wide genre of subjects.
“We provide an array of content from multiple OTT players varying across genres like live TV, movies and web series in multiple languages on Vi Movies and TV app. Vi is excited to be the first Telco to partner with Firework for powering the most trending short videos, specially curated for Vi customers. The format is designed to entertain you in ‘30 seconds’ across various categories and interests. Mobiles have become the preferred screens for entertainment and the average time spent on watching short videos is significantly higher than long-form content, demonstrating that the engagement levels provided by short videos remain unparalleled. Through our partnership with Firework, Vi subscribers will get a wide choice of trending stories across genre and languages,” Vi chief marketing officer Avneesh Khosla said.
Firework president at Mobile Anand Vidyanand said, “Vi’s users can now enjoy their favorite content without the need of downloading another app. With this partnership, Firework is further strengthening its reach across telecom operators, device manufacturers, and app developers. Firework is fully committed to Vi’s vision in bringing the best occupationally generated short-video content to its customers across nearly 40 delightful categories, including multiple Indic languages.”
While the collaboration enhances Vi’s customer experience and Firework’s reach significantly, it also addresses the need of the creator community with exceptional discoverability in a cluttered content space, pivotal on Firework’s large story ecosystem globally that include top tier traditional publishers, OEMs, network operators, and blogs.
iWorld
JioHotstar to launch micro dramas during IPL
Streaming giant plans free, ad-supported bite-sized stories during IPL to engage mobile-first audiences
JioHotstar is gearing up to launch a wave of micro dramas, eyeing India’s fast-growing appetite for bite-sized storytelling and new revenue opportunities. According to sources close to the matter, the streaming platform is expected to go live with the content during the Indian Premier League, which runs from 28 March to 31 May.
The move comes as the micro-drama market in India surges, with Redseer Strategy Consultants projecting the overall interactive media segment could reach $3.1–3.4 billion by FY2030, with micro dramas leading the growth. The format has already proven commercially viable abroad — China’s micro-drama sector generated $360 million in 2023, up 267 per cent year-on-year.
Micro dramas are designed for rapid consumption on mobile devices. Episodes typically run 60–90 seconds, shot in vertical 9:16 format, and rely on fast-paced plots and cliffhangers to keep viewers glued. Stories tend to revolve around high-stakes drama, from romance and revenge to corporate intrigue, blending social-media immediacy with professional production values.
Sources said the IPL provides the perfect launchpad, with millions tuning in to the platform for live cricket, creating a ready audience for short-form narrative experiments. The content will initially be free and accessible to all.
JioHotstar, which already boasts over 300 million subscribers, plans to roll out more than 100 micro dramas across multiple genres and languages, including Hindi and South Indian languages. The move is expected to strengthen its regional content strategy and appeal to mobile-first viewers, particularly in metro and Tier-1 cities where the format is currently most popular.
“The timing is perfect,” said a source close to the project, requesting anonymity. “With micro dramas on the rise, this is a chance for JioHotstar to experiment with new formats and engage audiences in a way traditional series cannot.”
The platform is not the first in India to test the format. ALTBalaji, StoryTV and Zee Bullet have all dabbled in short episodic storytelling. But JioHotstar’s scale — and its ability to pair content with one of the country’s biggest sporting events — could make it a defining moment for micro dramas in India.
With mobile consumption and vernacular content on the rise, the gamble seems clear: capture attention fast, keep it longer, and turn bite-sized narratives into a robust revenue engine.
Note: The cover image used is AI-generated.
