iWorld
Sony LIV gives multiple options to register for ‘Kaun Banega Crorepati’
MUMBAI: Amitabh Bachchan hosted KaunBanega Crorepati 2014 is back with a bigger and better package on Sony LIV. Multi-Screen Media (MSM)’s premium video-on-demand service, Sony LIV launches an integrated campaign with a focus to create awareness, drive registrations for the show and entice user interactions.
Sony LIV makes the registration process seamlessby incorporating multiple avenues through which one can participate in the show. This season for the first time ever, aspiring contestants can register themselves for the game show via the free to download KBC Official Application or through the www.KBCSony.com website. One can download the KBC Official App and register by sharing the correct answer, their age and gender.
Viewers can also catch up with episodes from earlier seasons of their favourite game show on the www.KBCSony.com website or play the KBC game on the KBC Official App.
Registration is also possible via sending an SMS to 5252525 with the correct answer along with necessary details. Idea users can register themselves simply by sending an SMS from their Idea mobile. Additionally, viewers can also opt for registration through BSNL landline phones or via Idea IVRS code.
Speaking on the campaign, Nitesh Kripalani, Executive Vice-President – New Media, Business Development and Digital/Syndication at Sony Entertainment Network said, “Kaun Banega Crorepati is undoubtedly one of the most loved game show on television today. To make the registration process easier and for reaching out to larger contestants on all digital media, this year we have enabled registration through the KBC Official App and www.KBCSony.com website, along with the regular mobile telephony method.”
The KBC Official App is available in app stores – iTunes, Google Play and Windows.
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.
