iWorld
Hits debuts on Jio
NEW DELHI: Hits, one of Asia's top English networks bringing the best of Hollywood and UK TV shows, will now be available to Jio users. It will be introduced as a value-added linear service on JioTV for mobile users as well as JioTV+ for JioFiber users.
Jio users can immerse themselves in their all-time favourite shows in HD quality and reconnect with well-told stories and iconic characters. Blockbuster TV series like Mind Your Language, Diff’rent Strokes, Small Wonder, Sherlock Holmes, Knight Rider, Baywatch, M*A*S*H, Murder, She Wrote and many more are part of the programming line-up.
Rewind Network CEO Avi Himatsinghani said, “We are really happy and excited to be associated with Jio to launch Hits and bring a hand-picked selection of the superhit Hollywood and other favourite UK TV shows of all time to their subscribers. I am certain that these shows will stir up happy memories and will be thoroughly enjoyed today as good stories transcend time. Hits has been topping the charts in other Asian markets and we are confident that the service will be equally loved and well received by the 400 million-strong Jio family.”
Hits features a carefully curated selection of top TV dramas and sitcoms from Hollywood and UK majors such as The Walt Disney Company, ITV Studios, ViacomCBS, NBCUniversal, Fremantle and Sony Pictures, and will progressively introduce more titles from other studios.
iWorld
YRF, Red Chillies explore micro dramas as format gains ground
Short-format boom grows, 71 per cent users rely on UPI autopay.
MUMBAI: Big stories are getting shorter and Bollywood’s biggest studios are starting to think small to stay big. Yash Raj Films and Red Chillies Entertainment are independently evaluating entry into the micro drama space in 2026, signalling a strategic pivot as legacy players chase the fast-growing demand for bite-sized storytelling.
At YRF, the recent appointment of Saugata Mukherjee is being read as more than just a leadership shuffle. Industry insiders view the move as a deliberate step towards building a sharper, digital-first content pipeline. Mukherjee, who previously played a key role in shaping premium originals at SonyLiv, is known for backing narrative-led shows that helped the platform stand out in an increasingly crowded OTT market. His experience in scaling differentiated content is now expected to anchor YRF’s next phase of expansion.
While YRF’s plans appear relatively advanced, conversations around micro dramas are also picking up at Red Chillies, albeit at an earlier stage. Insiders suggest the studio is exploring the format as part of a broader rethink of content strategy in a market where attention spans and distribution formats are rapidly evolving.
The timing is hardly accidental. India’s micro drama ecosystem is already taking shape, with platforms such as JioHotstar (“Tadka”), Zee5 (“Bullet”), Amazon MX Player (“Fatafat”) and Tata Play (“Shots”) experimenting with mobile-first, episodic formats designed for binge consumption. Alongside these, niche players like Kuku TV, QuickTV and StoryTV are also building early traction.
What is driving this surge is not just format novelty but consumption behaviour. Data from Redseer indicates that content velocity and freshness are emerging as key engagement drivers, with users responding strongly to frequent releases and evolving story arcs. Interestingly, pricing is not a major friction point audiences are willing to pay, provided the content offers novelty and quality.
User feedback also points to a shift in taste. There is growing appetite for genre diversity beyond familiar tropes, opening up space for experimentation in storytelling formats. This creates an opportunity for both incumbents and new entrants to differentiate in what is quickly becoming a crowded segment.
Monetisation, however, remains tightly linked to ease of access. Around 71 per cent of users rely on UPI autopay for subscriptions, underlining the importance of seamless payment systems even as platforms explore diversified revenue models.
The rise of micro dramas is part of a larger shift in India’s digital entertainment landscape, where interactive media including audio streaming, social discovery and niche formats such as devotional and astrology-led content is gaining momentum. This broader segment is projected to grow into a $3.1–3.4 billion market by FY30, with micro dramas expected to be among the fastest-growing categories, outpacing traditional short-form video.
For studios like YRF and Red Chillies, the message is becoming clear: in a market where attention is fragmented, storytelling may need to shrink in size but not in ambition.
