iWorld
Viu announces the launch of its latest Original, ‘Love, Lust and Confusion’
MUMBAI: Strengthening its Originals content offering in India, Viu announces the launch of its upcoming digital series, Love, Lust and Confusion. With a concept that should resonate well with today’s youth, the series is about couples and the ongoing confusion in their love lives. Featuring the Udaan famed actor Rajat Barmecha and the supremely talented Tara Alisha Berry in the lead, the series is slated to premiere on Viu, both app and web, on 17 March 2018.
Revolving around the life of a young girl, Poroma Sarkar, Love, Lust and Confusion will depict the age of indecisiveness, physical exploration and confusion. The series also explores polyamory and the perspective of youngsters on the topic. Actors
Meiyang Chang, Gaurav Chopra, Samir Kochhar will play pivotal roles in the series.
Speaking on the launch of its new show, Viu India, Country Head, Vishal Maheshwari said, “At Viu our endeavor is to bring content that resonates with the youth, and we are expanding our catalogue of intriguing yet relatable content with ‘Love, Lust and Confusion’.”
About the concept of the show, Director & Writer – Victor Mukherjee said, “Ask any millennial today, and the biggest confusion in their personal lives is between love and lust. This is an unforgettable journey of a girl, who is on a path to fulfill her wishes and is totally unapologetic about it. The idea was to capture the realistic essence of a phase that comes at least once in everyone’s life. I think every millennial will relate to the story.”
The 13-episode series will engage its audience every Saturday. The light-hearted, realistic romantic dramedy is directed by Victor Mukherjee and produced by Mango People Media.
Watch the confusion between Love and Lust starting 17th March on www.viu.com and on the Viu App.
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.
