iWorld
Bengali OTT platform Addatimes launches in Bangladesh
MUMBAI: Addatimes, Bengali entertainment OTT platform and web channel with music, original web shows and short films, has launched in Bangladesh to coincide with the Eid-Ul-Fitr celebrations. Addatimes is targeting five million subscribers within the first years of its launch. The yearly subscription plan for Bangladesh market is 299 Taka.
The partnership between Addatimes and LBC Media Entertainment Company, a concern of Agrani Holdings Group, and Allianz FMCG Holdings Ltd was announced recently. As a distribution partner, Agrani Holdings Group will expand Addatimes' reach and business by entrusting the online streaming platform to OEMs, telecom companies and internet service providers, among others. They will also promote the brand in Bangladesh through marketing projects.
Addatimes founder and promoter Rajiv Mehra said, “Bengali is the eighth-most popularly spoken language in the world and Bangladesh is a country where the Bengali language is all-encompassing. Since Dr Sakib has such an in-depth understanding of the Bangladeshi market, this partnership was a real no-brainer. We at Addatimes feel, that this was the right time to expand our reach and so we have moved forward with this decision. We have all the ingredients to serve the Bangladeshi audience the real feast of entertainment.’
Addatimes director and co-promoter Nispal Singh Raney said “We at Addatimes are incredibly happy with this new association. We have faith in the abilities of our friends at Agrani and we hope that this is just the beginning of a very fruitful partnership.”
Agrani CEO Sakib M Rahman commented on the partnership, "Our group has over the years earned the reputation of rapidly developing strategic business environments with a strong understanding of the local culture."
"Addatimes is one of the most popular Indian-Bengali online streaming giants, offering a wide variety of content. Our distribution network will focus on providing the video-on-demand service across the country. The execution of the OTT platform will be carried out by the group's sister concern companies, Agrani Trading Company Limited and LBC Media Entertainment Company, in Bangladesh," he added.
LBC also has a strategic association with Insomnia Media and Content Services LLP for curating, developing and producing content for LBC across genres and formats. “We are excited about Addatimes launch in the Bangladesh Market. Insomnia is here to tell compelling Untold stories, with global production values for the evolving audience,” Insomnia co-founder Juhi Parekh Mehta said.
The Addatimes Prime Bengali web series include the premium web series The Senapatis, and Oh Mother!, Feluda, Khyapa, One Night Stand and Sufiyana among others. Viewers can watch the first web-episodes of all these shows for free only on Addatimes. The platform has varied content slate including periodic drama to contemporary romance.
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.
