iWorld
Over 53pc NLD calls failing due to inadequate PoIs from Airtel, says Jio
MUMBAI: Reliance Jio Infocomm Limited (RJIL) has noted the release of a misleading media statement by Airtel regarding provisioning of adequate POI capacity to RJIL.
The fact is that over 2.6 crore NLD calls are still failing daily amounting to 53.4% call failure (as on 31-Jan-2017) as against TRAI norm of 0.5%. The following table provides a snapshot of POIs required at different points of time and the POIs provided by Airtel:
It is evident from the above that:
i) Inspite of intervention by Authorities and censure proceedings against Airtel, NLD call failure rate was at 53.4% as against TRAI norm of 0.5%;
ii) There has always been a lag in POIs required and POIs provided by Airtel resulting in severe service issues for Indian customers;
iii) There are no technical issues in the RJIL network as evident from the fact that call failures on access network have reduced from 59.1% to 0.6% (as on 31-Jan-2017) after Airtel was compelled to provide POIs post intervention by the Authorities. Further, there are no call failures in Jio-to-Jio calls.
Airtel’s claim of having provided 35,000 POIs to Jio is misleading given that in reality, it has not even done port allocation (first step of implementation) for over 1,100 of these POIs. Airtel continues to issue demand notes for these POIs to slow down the process, whereas no payment is due under the Interconnection Agreement. As has been repeatedly pointed out to Airtel, there has been no delay whatsoever in activating POIs by RJIL. The reasons range from long delay in allocation of POIs by Airtel, lack of media readiness of Airtel, use of electrical interfaces etc. There has been no delay from RJIL in activating the POIs.
Comparison with other operators: Airtel has indulged in a completely arbitrary comparison of POIs allocated to other operators as against those allocated to RJIL. Traffic from no two operators will be alike and operators must not try to
iWorld
Micro-Dramas Surge in India, Redefining Mobile Content Habits
Meta-Ormax study maps rapid rise of short-form storytelling among 18–44 audiences.
MUMBAI: Micro-dramas aren’t just short, they’re the snack that ate Indian entertainment, and now everyone’s bingeing between the sofa cushions. Meta, in partnership with Ormax Media, has released ‘Micro Dramas: The India Story’, a comprehensive study unveiled at the inaugural Meta Marketing Summit: Micro-Drama Edition. The report maps how the vertical, bite-sized format is reshaping content consumption for mobile-first audiences aged 18–44 across 14 states.
Conducted between November 2025 and January 2026 through 50 in-depth interviews and 2,000 personal surveys, the research reveals that 65 per cent of viewers discovered micro-dramas within the last year proof of explosive adoption. Nearly 89 per cent encounter the format through social feeds and recommendations, making algorithm-driven discovery the primary engine rather than active search.
Key viewing patterns show a median of 3.5 hours per week (about 30 minutes daily) spread across 7–8 short sessions. Consumption peaks between 8 pm and midnight, with additional spikes during commutes and work breaks classic “in-between moments” that the format fills perfectly. Around 57 per cent of viewing happens in ambient mode (while doing something else), and 90 per cent is solo, enabling more intimate, personal storytelling.
Romance, family drama and comedy lead genre preferences. Audiences show growing openness to AI-generated content, 47 per cent find it unique and creative, while only 6 per cent say they would avoid it entirely. Regional languages are surging after Hindi and English, Tamil, Telugu and Kannada dominate consumption.
Meta, director, media & entertainment (India) Shweta Bajpai said, “Micro-drama isn’t a passing trend, it’s rewriting the rules of Indian entertainment. In under a year, an entirely new category of platforms has emerged, built audience habits from scratch, and created a business vertical that is scaling fast.”
Ormax Media founder-CEO Shailesh Kapoor added, “Micro-dramas are beginning to show the early signs of becoming a distinct content category in India’s digital entertainment landscape. When a format aligns closely with how audiences naturally engage with their devices, it has the potential to scale very quickly.”
The study proposes ecosystem-wide responsibility, universal signposting of commercial intent, shared accountability among advertisers, platforms, creators, schools and parents, built-in safeguards, and formal media literacy in schools.
In a feed that never sleeps and a day that never stops, micro-dramas have slipped into the cracks of every spare minute turning 30-second stories into the new national pastime, one vertical swipe at a time.
