iWorld
ALTBalaji adds 3.48 mn subscriptions in 9MFY22; direct sub revenue at Rs 45 cr
Mumbai: Balaji Telefilms announced its third quarter financial results for FY 2022. The company’s quarterly income from operations at the end of 31 December 2021 stood at Rs 76.2 crore. It posted a net loss after tax of Rs 26.4 crore for the quarter.
The company reported that total subscriptions sold for their OTT platform ALTBalaji for the third quarter year-to-date FY22 stood at 3.48 million. The direct subscription revenue was recorded at Rs 45 crore.
Engagement time on the video-on-demand platform was recorded at 82 minutes with a watch time of 15.45 billion in minutes. Till date, cumulative video views on the platform stands at 1.26 billion.
ALTBalaji added 11 shows in the nine months and has taken the overall library to 89+ shows.
The company said its TV business continued normal in the past nine months with 618 hours of production across seven shows and a strong pipeline for the year. “Three new shows have been lined up and should commence shortly,” said the company statement.
The company also has five film projects in the pipeline. “Movie business resumed production and the company made good progress,” said the company adding that it continues to wait for availability for theatrical launch windows and looking at deals across direct to digital as well. As part of its strategy it continues to control investments in movies and pursue pre-sales and co-production deals where feasible.
“ALTBalaji continues to drive subscription growth and we added 3.48 million subscriptions during the nine months,” said Balaji Telefilms managing director Shobha Kapoor. “We added 11 shows in the nine months and now have a solid line up for the rest of the year. Our strategic content sharing deals will ensure we control on the cash spend while driving overall profitability. Our TV business has shown good recovery in terms of production hours and we hope to improve this momentum as three new shows will commence. In the movie business, production for some exciting projects is at various stages of completion. We closely monitor the availability of theatrical releases and direct to digital launches. Overall, the year has been good and expected to continue the momentum.”
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.
