iWorld
Twitter launches first-ever #EveryCharacterMatters Week
MUMBAI: Starting June 13 Twitter India will celebrate young creators and users in its first-ever week-long live showcase called#EveryCharacterMatters. This curated showcase across Comedy, Lifestyle, Modern Romance, and Music will see over 20 comedians, chefs, musicians, stylists, and more, harness Twitter, Vine and Periscope to connect and create with their followers.
#EveryCharacterMatters, as the theme suggests, will highlight how every content genre, every character, every personality has a voice on Twitter, and the curated showcase will be a reflection of the diverse youth and creative voices of our country. #EveryCharacterMatters will celebrate new forms of digital and live storytelling, and will help users discover and interact with new creators across their daily lives.
This week-long showcase will also encourage the creator in every user on the platform, and will showcase how best to use Twitter’s tools and features. Onecan join the conversation by following @VideoIndia account or #EveryCharacterMatters hashtag on Twitter, which is the best way to get live updates about the program. On the web, go to www.everycharactermatters.com to check out the #EveryCharacterMattersconversations unfold in real time.
“Twitter is current and live – it’s just like serving a dish at the restaurant – you get instant feedback. I can bounce off ideas for seasonal menus at The Bombay Canteen with our followers and I can also reach out to them asking about new ingredients I come across. I often look to Twitter for travel tips, and hyperlocal recommendations from foodies in the city I am visiting. Twitter helps build connections, inspires my work, and I learn something new everyday through my conversations,” says chef Thomas Zacharias (@ChefTZac) at The Bombay Canteen.
“#EveryCharacterMatters will put a spotlight on the new young, delightful, hyperlocal Twitter. It will allow people to enjoy their interests such as food and music in a new dimension, and in a more inclusive and collaborative manner. The content across categories on Twitter is authentic and relatable, and that helps us redefine digital lifestyles on the world’s largest live communications platform today,” says Twitter India Lifestyle and Culture Partnerships Keya Madhvani.
#EveryCharacterMatters will spotlight young Indian talent across genres, and all week these users will tell their stories in new, creative, multimedia content forms using Tweets, photos, videos, Vines, and Periscopes. They will collaborate with Twitter users for a richer experience by asking people to Tweet their ideas, lyrics, sound clips, and will involve them in the creator’s journey. You can journey with a musician in the making of a new track, or you can accompany a blogger as he walks down the streets of Bandra as he enjoys the local street food. Twitter brings you closer to all your favourite things, and you can enjoy them in ways you had never imagined – through candid conversations, live video broadcasts, and short-form videos.
iWorld
Tata Play Binge adds Pocket Films to micro drama platform Shots
Over 210 micro dramas and 220 hours of content strengthen short form play
MUMBAI: Short stories are getting shorter and sharper. Tata Play Binge is doubling down on snackable storytelling, adding Pocket Films to its micro-drama hub Shots as it looks to capture India’s fast-growing appetite for quick-consumption content. The move expands Shots into a deeper, more diverse catalogue, now featuring over 210 micro-dramas and 220 hours of short-format programming across genres such as action, drama and thriller. The content spans Hindi and key regional languages, reflecting the increasingly local yet mobile-first nature of viewing habits.
Pocket Films brings with it a library of emotionally driven, culturally rooted narratives, including micro-dramas like Chaturanga, Vidushi, Maasa, Silent Cycle and Pilibhit, alongside short films such as Lock-up, Dubki and The Disguise. The addition builds on existing partnerships with Bullet and Stage, strengthening Shots as a one-stop destination for bite-sized storytelling.
Designed for vertical viewing, the platform leans into scroll-friendly interfaces, auto-play sequencing and seamless discovery mirroring the habits of always-on, digital-first audiences. The content remains ad-supported and is available within the Tata Play Binge app at no additional cost.
The integration also sits within a broader aggregation strategy. Tata Play Binge currently offers access to 30 plus OTT services including Prime Video, JioHotstar, Zee5 and Apple TV+ through a single subscription and interface, aiming to simplify fragmented streaming consumption.
As platforms race to keep up with shrinking attention spans, Tata Play Binge’s bet is straightforward: when stories get shorter, the catalogue needs to get bigger and faster.
