iWorld
Amazon Prime Video to add TV channels in India
MUMBAI: Taking an edge over its rival Netflix, Amazon Prime Video is looking at making a bold move. The OTT player wants to be a content housing platform that is soon likely to include even TV channels of India.
The section is called Amazon Prime Channels and is already live in other countries such as the US, UK and Japan. According to a report by The Hindu Business Line, Amazon Prime Video head of international originals James Farrel said that Amazon Prime Channels is soon heading to India.
Subscribers here can use their Prime accounts to watch channels like HBO, CBS, Starz, etc., without paying the cable bill. However, users will have to pay for every channel they choose and this will be in addition to the annual prime membership of Rs 999.
Amazon will still have a tough fight with other streaming platforms in the country that offer channels to watch. Leading OTT player Hotstar provides access to content from all 33 channels of its parent company Star India. Reliance Jio’s TV app also has over 500 channels to choose from.
Recently, Amazon announced a number of upcoming Originals that are going under production across the world. Some of them include Indian names such as Bandish Bandits, The Last Hour, an untitled drama thriller, an untitled drama, an untitled reality series and Comicstaan (Tamil). Amazon Prime Video India content director and head Vijay Subramaniam, in a recent interview, said that three new languages are to be added in the first six months of this year. The dropping of data rates across telecom operators has been a boon for OTT players and enabled them to go into regional content targeting rural and interior India.
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.
