iWorld
Yoga in the palm of your hand by SonyLIV
MUMBAI: SonyLIV is all set to celebrate Yoga Day on 21st June with LIVFIT- India’s first-ever health and wellness segment on a digital platform. Together with associate sponsor HAVELL’S Water Purifier, LIVFIT will provide inspiration to yoga and wellness aficionados through a special selection of expert yoga sessions this week.
LIVFIT’s yoga segment caters to the rising demand for high-quality advice and tips to maintain optimal levels of wellness amongst Indians. This Yoga Week viewers can tune in to LIVFIT on SonyLIV and choose from Ashtanga Yoga with Deepika Mehta, Full Body Yoga with Komal Sodhi, Ashtanga Vinyasa with Sunaina Rekhi amongst many other options.
With carefully curated content that features some of the country’s most celebrated fitness enthusiasts and trainers, viewers can now renew their fitness vows and choose to live healthy with SonyLIV. The platform’s LIVFIT section offers a variety of enriching health and fitness content, which can be accessed by users as and when they prefer, in the most convenient formats on any device of their choice. Experts like Deepika Mehta, Lamya Arsiwala, Anshuka Parwani and Shraddha Vora encourage and help fitness enthusiasts meet their diet and exercise goals.
iWorld
Applause, Story TV team up to push microdrama content
Partnership to create premium short form shows for mobile first viewers
MUMBAI: Applause Entertainment and Story TV are betting on short attention spans with a long-term vision, joining forces to create a slate of premium microdramas for mobile-first audiences.
The partnership brings together Applause’s storytelling pedigree and Story TV’s fast-growing digital reach, with plans to co-produce and distribute bite-sized dramas across genres. As part of the deal, Story TV will also adapt the romantic thriller Hello Mini into a vertical microdrama format, signalling a shift in how stories are being reshaped for smaller screens.
Backed by the Aditya Birla Group, Applause Entertainment has built a reputation for high-quality content with titles like Scam 1992 and Criminal Justice. Story TV, launched in 2025, has quickly scaled up with a library of over 1,000 titles across languages and genres, riding the wave of mobile consumption.
Story TV founder and CEO Saurabh Pandey said, “Phones are now the primary screens for content consumption, and microdramas are evolving into a mainstream format. At Story TV, we are blending storytelling with technology to push this format further.”
He added that the collaboration with Applause Entertainment will help expand the reach of microdramas while introducing a layer of premium storytelling to the space.
Applause Entertainment chief business officer Prasoon Garg said, “At Applause, we have always focused on strong storytelling across formats. As microdramas gain momentum, this partnership allows us to explore the space with a platform that understands both the format and its audience.”
With mobile screens shrinking and content getting sharper, the collaboration hints at a future where storytelling is not just shorter, but smarter, designed to fit neatly into the scroll of everyday life.
