iWorld
Amazon miniTV announces Builders – an inside story of a modern-day gym!
Mumbai: Amazon miniTV – Amazon’s free video streaming service has been a part of the hit parade with its path-breaking and diverse content library. Adding yet another feather to its hat, the streaming service today announced its latest show, Builders – a unique one-of-a-kind comedy series that will give viewers an insight into the day-to-day incidents of a gym! Taking the excitement a level higher, Amazon miniTV released the trailer for the young adult drama bound to strike a chord with viewers across India.
Releasing on 22 September 2023, Builders will accord a heightened dramatic situation but will also leave the viewers in splits with cleverly crafted humor. Following the quest of a naive manager’s struggle to save his gym from a financial fallout with some help from a few countable members, Builders features Swapnil, Ankit Motghare, Anushka Mishra, Vidushi Kaul, Avtar Gill, and many more.
Created by The Screenpatti – a subsidiary under The Viral Fever (TVF), the amusing trailer of Builders unveils how the task of saving the gym falls on the manager, Mandar, who is a very simple-minded guy. The trailer is an amalgamation of fun and drama. While Mandar has been given the task of saving the gym, his simplicity is no match for a business runner which results in him seeking some help from his friends who are also members of the gym. The trailer also shares a glimpse of these friends cum gym members who join the hustle. This dream team includes the ambitious actress Parul, the hopeless romantic Kaameshwar, and the “been there, done that” uncle.
Amazon miniTV head of content Amogh Dusad expressing his thoughts about the show, said, “We at Amazon miniTV aim to deliver unconventional yet relatable content for our viewers.It brings me great joy to bring to the audiences yet another comedy riot- Builders. This unique take on gyms is definitely going to touch your funny nerve.”
Anandeshwar Dwivedi said, “We are delighted to announce the release of our latest series, ‘Builders,’ on Amazon miniTV. This marks another exciting addition to our collaboration with Amazon miniTV, where we have successfully launched several series. We are confident that the audience will find ‘Builders’ to be a captivating situational drama, with engaging characters and a witty tone. It is always inspiring to see how our work is received by the national audience, as it fuels our dedication to developing more interesting content, cultivating collaborations with brilliant artists, and extending Amazon miniTV’s remarkable content catalog.”
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.
