iWorld
Studio Bodhi is newest entrant in regional OTT space
Mumbai: Covid2019 has given a huge fillip to the OTT industry. There is a massive surge in the audiences on these platforms and viewers are consuming more content than ever, thus creating a huge requirement for fresh content. The acceleration in the rate of content adoption and growing demand for content in native languages, has led to an increase in the appetite for regional consumption.
With an aim to capture this increasing potential and strengthen their position in the regional space, the promoters of Bodhi Tree Multimedia with the backing of Sumukha Capital have launched Studio Bodhi to cater to the ever-growing need for content across the country.
The combined forces will develop exclusive original IPs and produce unique content in multiple languages across genres for the burgeoning OTT market. With eminent writers and directors on board, Studio Bodhi has 10 projects at different stages of production and will continue to work on numerous IPs in the near future. The studio is currently working towards producing a rich slew of original offerings in languages such as Tamil, Bengali and Marathi in 2021 and further expanding into Telugu, Punjabi and Malayalam by 2022.
Bodhi Tree Multimedia MD Mautik Tolia said, “Content today is region agnostic with good rooted stories transcending all barriers and can travel across the world. Studio Bodhi is our earnest endeavor to further widen our horizon to build a vast range of successful digital series to cater to every audience palate. Over the past few months, with projects at various stages of development, we have diligently worked towards acquiring the best of talents to put together a team together which we believe will deliver compelling content. With our new venture, we are looking forward to exploring different genres and narrative styles.”
Sumukha Capital, a division of Sumukha Group founder Santosh Kanodia said, “We are committed to investing Rs 200 crores in the entertainment industry ventures in the coming years. We recognise the need gap for regional content that is produced at top-notch quality standards and feel this has the potential for exponential growth. The lineup is extremely exciting and the ambition is to move to produce a slate of 10 originals every year.”
With projects greenlit in multiple languages, Studio Bodhi aims to nurture the ecosystem with content that is relevant for regional consumers and make regional content mainstream. The alliance with proven excellence in creativity and production ushers in an exciting new phase in the business of content creation for Studio Bodhi.
A month earlier, Bodhi Tree Multimedia also debuted on NSE Emerge and raised Rs 3.71 crore from its SME initial public offering. The move aimed to help in expansion activities, strategical growth.
Bodhi Tree Multimedia started its journey in 2013. The production house started by Mautik Tolia, Sukesh Motwani initially focused on general entertainment on TV, later expanding into other genres and also in digital content. Along with working for major broadcasters, it has produced content for OTT platforms like Voot, Viu.
It has over 30 successful shows and 1000+ hours of digital media content in its kitty.
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.
