iWorld
AT&T unveils live video streaming service, DirecTV Now
MUMBAI: To win over subscribers who avoid pay-television subscriptions, AT&T has launched its streaming service DirecTV Now. The service will launch at prices ranging from $35 a month for over 60 channels to $70 for over 120 channels.
The company has also announced that, for a limited time, more than 100 channels will be available for $35. The video service joins competitors like Sling TV and PlayStation Vue in drastically undercutting traditional cable and satellite packages, which often cost more than $100 per month. Dish Network launched Sling TV streaming service more than a year ago, and Sony PlayStation has its own package called PlayStation Vue. Next year, online video service Hulu plans to offer its own bundles of TV channels.
The platform’s content will include live and on-demand video from Walt Disney, Twenty-First Century Fox, Viacom Inc and Scripps Networks Interactive. According to reports, the company is actively working to bring CBS Corp programming to its service.
AT&T is counting on the mobile video market for new revenue as most U.S. consumers already have wireless service and further growth is limited. AT&T acquired DirecTV for $48.5 billion last year, making it the largest U.S. pay-TV operator with 25.3 million video subscribers, in an effort to diversify into the media and entertainment business.
AT&T is also at near talks to acquire Time Warner for about $86 billion. This deal would create a media behemoth that offers TV, wireless, and the content that goes with it.
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.
