iWorld
Shemaroo Entertainment Reveals the Identity of their Upcoming OTT App ‘ShemarooMe’
Mumbai: Shemaroo Entertainment Limited, one of India’s leading content power house, announced the name of its upcoming OTT brandShemarooMe. The company revealed the new logo of its upcoming OTT Video Service to give a sneak peek to the audiences on what is coming their way!
Shemaroo with its expertise in content curation brings premium, engaging content to its consumers through user friendly, exclusive, multi-genre platforms that suits the needs of every Indian. With access to plethora of offerings such as Bollywood, regional& devotional content from Shemaroo, ShemarooMe wishes to give consumers an unbeatable taste of curated Indian content.
While defining the philosophy of ShemarooMe, thefocus was to bring out the core essence of the Shemaroo brand which is -Being unabashedly Indian. ShemarooMerepresents one’s individuality, and expresses the power of Me, that won’t fade with the outburst of options available in the market. ShemarooMe caters to consumerswho unapologetically prefer entertaining masala, mass content over niche choices.
With the launch of its OTT platform, Shemaroo will be expanding the digital business through strategic partnerships to offer exciting content across multiple platforms catering to the target audience.
Commenting on ShemarooMe’sname announcement, Mr. Hiren Gada, CEO, Shemaroo Entertainment Limited said,“The name ShemarooMe is essentially about expressing one’s individuality. Indian consumers today are assertive about their choices and a similar trend can be noticed in the entertainment space as well.ShemarooMecaters to these audiences who are proud to voicetheir preferences. Withthis insight, we intend to touch the hearts of our audiences spanning acrossmetros and Tier 2 & 3 cities.”
Shemaroo revamped the brand for the current generation and revealed a unique and refreshing new brand identity earlier this year. The OTT announcement is a step towards further establishing Shemaroo’s connect with the new and existing audiences.
Taking the journey ahead with its deep-rooted insights and consumer understanding,Shemaroois now building another milestone with ShemarooMe. The official launch of ShemarooMe is slated to take place in the first quarter of 2019.
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.
