iWorld
Abhijit Kishore named Vodafone Idea’s new chief executive
MUMBAI: Vodafone Idea has appointed Abhijit Kishore as its new chief executive officer. A long-time company insider, Kishore has spent more than five years in senior roles at the struggling carrier, including chief operating officer and chief enterprise business officer.
Before joining Vodafone Idea, he held leadership positions at Tata Teleservices and Reliance Communications, steering mobility, enterprise and circle operations across key markets. Over two decades in telecoms, Kishore has managed P&Ls from Kerala to Gujarat, notching up operational turnarounds and enterprise growth.
An alumnus of Delhi University and the Fore School of Management, he has sharpened his management credentials with stints at IIM Ahmedabad and London Business School. His appointment comes as Vodafone Idea wrestles with heavy debt, a bruising price war and the need to raise capital for 5G roll-out.
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.
