iWorld
Alcatel-Lucent introduces a managed mobile interactive TV service in Asia Pacific
MUMBAI: Telecom major Alcatel-Lucent has announced the availability of its managed Mobile Interactive TV service in the Asian Pacific Region. The solution will allow content and service providers to address the growing demand for interactive Mobile TV services by offering a differentiating user-centric experience to their customers based on best in class technology.
The managed business model will enable them to introduce the new service quickly, cost-effectively and at low risk.
Alcatel-Lucent will deploy, host and operate the end-to-end solution whilst content and service providers will focus on developing service marketing programs and enhancing user satisfaction. The service also offers content providers an open environment for content aggregation to create interactive made-for-mobile channels.
The service the firm says is providing a high quality experience for users thanks to ergonomic and intuitive navigation interfaces such as fast channel zapping and can accommodate a diverse range of handset configurations and network delivery methods such as those that are 3G circuit switched, packet switched or broadcasted.
Alcatel-Lucent’s head of activities in Asia Pacific Frederic Rose says, “Mobile TV is a reality today and is gaining momentum in Asia. With more than 80 multimedia services in operation worldwide, Alcatel-Lucent enjoys a leadership position in the booming mobile TV market and is ideally positioned to help its customers deliver a user-centric experience for their subscribers.
“The Alcatel-Lucent’s managed Mobile Interactive TV service gives content and service providers a fantastic opportunity to deliver revenue generating entertainment services to their customers”.
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.
