iWorld
ALTBalaji welcomes Pammi Aunty & family
MUMBAI: OTT platform ALTBalaji is bringing a hilarious new show with Pammi Aunty to its viewers. The digital show will showcase celebrated Pammi Aunty aka Ssumier Pasricha and her maddening dysfunctional family. The highlight of the yet to be named show is the fact that all the characters are played by Ssumier Pasricha himself.
The entertainment dose of ALTBalaji’s new show is manifold as it is a riotous extension of Pammi Aunty; where audience gets to meet her larger than life funny family as well. Her America-returned son Timmi, fireball draped maid Shanti Shole and one amusing neighbour Kishori Lal will add zest to the antics of Pammi Aunty. After launching the stand-up comedy playlist, ALTBalaji is enduring the tradition of bringing laughter to its viewers with this show. The character of Pammi Aunty is loved and the videos are shared endlessly on social media; her funny anecdotes on life and people has been a source of enjoyment for the masses.
Speaking on the show, Ssumier Pasricha said, “The most exciting part is that I get to enact four characters in one show, it is once in a lifetime opportunity for any actor. The entire show is Ekta’s vision and it was her idea for me to play multiple roles. It would be interesting for viewers to see hysterical relationship dynamics between the members of this family.”
ALTBalaji is available in 75 countries and promises to offer 250+ hours of original, exclusive content to its subscribers. It has watch time of more than 100 million minutes so far. The app had over three million downloads across iOS and Android users and was recently the No.3 top grossing iTune app in the entertainment section in India.
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.
