iWorld
Hotstar to exclusively live-stream Paytm Ranji Trophy
MUMBAI: Underscoring its position as the home of cricket, Hotstar, a video streaming platform, is the exclusive partner for the Paytm Ranji Trophy 2017-18. The Paytm Ranji Trophy, now in its 84th season, kicked off on October 6th with the group stage matches.
This season of the Trophy is especially exciting as it will see a long list of Indian cricket stars in action – Ravichandran Ashwin, Cheteshwar Pujara, Murali Vijay, Ishant Sharma, Ravindra Jadeja, to name a few.
A Hotstar spokesperson said, “Hotstar has made large strides in providing a breakthrough sports viewing experience with innovations like the Fangraph and Key Moments. While the viewing devices could be individual, these innovations provide a more social and connected sports viewing experience, which raises the bar for a sports enthusiast. We are very excited to be the exclusive home of the Paytm Ranji Trophy this year.”
“The Ranji Trophy has an illustrious and long history in India, and this season should be especially exciting considering the number of India’s international players that are going to be turning out for their teams. Given Hotstar’s cricket viewing experience, we are very excited to partner with them for this season of the Paytm Ranji Trophy,” added a BCCI spokesperson.
The tournament, played between 28 teams from across India, moves into quarter finals on 7 December, with the final matches slated between 29 December 2017 and 2 January 2018.
The tournament will be available, live, exclusively on Hotstar starting from the qualifier matches.
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.
