iWorld
Bengali OTT players prioritise market growth over competition
MUMBAI: Demand for regional content has received a boost like never before thanks to the smartphone and internet explosion in tier II and III cities. Not only are international and national over-the-top (OTT) players delving into regional content, but also local players.
One such upcoming regional OTT market is the Bengali one. Though Hoichoi is climbing the ranks to the top, Addatimes is also chasing not far behind. For now, the two players believe in healthy co-existence rather than competition.
Addatimes and Hoichoi, both were launched in the same year, i.e. 2017. For obvious reasons, Hoichoi could come up with more content and better market strategy because of its parent company SVF’s huge capital. Now, Surinder Films, another leading production house in Bengali industry has started investing in Addatimes for a 33 per cent stake which could give a major boost to the platform.
Addatimes managing director and founder Rajiv Mehra had a 14 years stint in the Bengali television industry. Speaking to Indiantelevision.com, Mehra said that he felt there was no creativity left in daily soaps and channels had the ultimate power in hand. Then came the inflection point when he decided to start a digital venture. Despite knowing the fact that it would take a long time to break even, he trusted the digital medium.
All content was free for the first five months and then a subscription model was added at Rs 100 for three months and Rs 300 for a year. The Addatimes spokesperson claims to have 30,000 subscribers currently and 39 lakh unique viewers.
Since its launch, it has emphasised on original content but there are some movies also. From mid-August the films produced by Surinder Films will be available on Addatimes. Till July, the platform will see the launch of one web series and one movie a month and from August onwards, there will be two of each.
Mehra expects the business to break even in 2021. Due to limited funds, it is strategically avoiding cash-burning mode so that the platform can sustain in the market for the next three to four years.
Hoichoi isn’t too concerned about competition in the market. “We don’t think about competition because it’s not critically important today. It’s about getting more and more people in online ecosystem to grow. Having more players is better because that helps to grow the ecosystem, grows awareness and creates a habit among consumers,” said Hoichoi co-founder Vishnu Mohta. He also sees opportunity in the market for more players dedicated to Bengali content. Other than West Bengal, Bangladesh is also a potential market for both the platforms.
Mehra also reflected the same tone. “It’s not about what we have, they don’t have. Everyone is going forward with their own strategies for the business. But since they (Hoichoi) have more capital, they might reach the desired target one year before us. Eventually, we will also reach the target,” he commented on the competition with Hoichoi.
These apart, deep-pocketed players at the national and international level will also be able to get into people’s phones faster than the regional ones. If the regional players fail to make a mark soon, they will face difficulty in grabbing a larger market share.
iWorld
Parineeti Chopra hosts new parenting series Mom Talks on Zee5 and Bullet
Celebrity parents share honest stories in 9-episode show launching 4 April 2026.
MUMBAI: Parineeti Chopra is stepping into a brand-new role not on the big screen, but as the warm, relatable host helping parents navigate the beautiful chaos of raising children. Bullet microdrama and Zee5 have announced the launch of Mom Talks, a fresh content-led IP hosted by the popular actress. The 9-episode series brings together celebrity parents including Imran Khan, Neha Dhupia, Vikrant Massey & Sheetal, and Gauahar Khan & Zaid Darbar to share candid, real-life perspectives on everyday parenting.
Positioned as a high-engagement format, Mom Talks taps into the growing demand for authentic and credible parenting content. It also offers seamless, contextual integration opportunities for brands. The series is backed by a strong lineup of partners including Johnson’s Baby, GSK, Aveeno Baby, Mini Klub, Titan Eye+ and Cordelia Cruises.
Bullet microdrama app, co-founder & chief business officer Azim Lalani said the show exemplifies how content is evolving towards more rooted, sustained engagement. “It’s about bringing content that people come back to, while creating a natural space for brands to be part of the narrative,” he noted.
Mom Talks creator Bullet head of AVOD & partnerships Munaf Merchant explained the core idea, “We wanted to build a safe, honest, one-stop destination for parents seeking real answers to everyday questions.”
The first episodes will stream for free on ee5 AVOD starting 4 April 2026, with new episodes dropping every Friday and Saturday. The series will also be available on the Bullet microdrama app.
Speaking about their association, Peeyush Unikkat from Johnson’s Baby highlighted the brand’s focus on supporting modern parenting journeys, while Aakash Mehta from GSK emphasised the show’s role in making important health conversations more relatable for new parents.
In a digital space often filled with filtered perfection, Mom Talks promises something refreshingly real honest conversations, celebrity insights, and practical wisdom, all wrapped in Parineeti Chopra’s engaging presence. For Indian parents, this could be the parenting series they’ve been waiting to binge.
