iWorld
Amazon’s Michael Paul joins MLB’s video streaming service BAMTech
MUMBAI: Amazon’s digital media executive Michael Paull has been hired to lead the $3 billion video-streaming company BAMTech. The announcement was made by Major League Baseball Advanced Media, which sold one-third of BAMTech to Walt Disney in August. Disney bought a 33 per cent stake in BAMTech for $1 billion Baseball still owns a majority of BAMTech. Disney in three years will have the option to take a controlling stake.
Paull is due to take up his new role next month and is expected to oversee Disney-owned sports network ESPN’s upcoming subscription streaming service. He will relocate from Seattle to New York and report directly to BAMTech’s board of directors. He replaces Bob Bowman, who will remain MLB’s president of business and media. Bowman will also serve on the seven-member BAMTech board of directors, along with Rob Manfred, ESPN President John Skipper, Disney executive Kevin Mayer and commissioner of the National Hockey League Gary Bettman, which is also an investor in the company.
“Michael will deliver on the incredible potential and promise this venture has for building powerful viewing experiences for its clients and their customers,” Manfred said in a statement.
For the last three years, Paull has been vice president of digital video for Amazon Inc. He oversaw the introduction of Prime Video and significantly increased the production of original series and films. Prior to joining Amazon, Paull also held leadership positions at Sony Pictures, Sony Music, Fox Entertainment and Time Warner.
BAMTech started out as the interactive media and internet company of Major League Baseball and is now jointly owned by Major League Baseball Advanced Media (MLBAM), The Walt Disney Company and the National Hockey League (NHL). It claims to have 7.5 million global paid subscribers through OTT products for sports, news and entertainment partners including HBO Now, the NHL, MLB, the PGA Tour, WWE Network, Riot Games/League of Legends, and Ice Network.
Through a partnership with Discovery, BAMTech also jointly formed BAMTech Europe to move into this market and provide technology services to a broad set of clients across the continent, including Eurosport’s digital products.
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.
