iWorld
Bharti Airtel prepays Rs 3,626 crores to clear 2016 spectrum liabilities
MUMBAI: Imagine the weight of debt lifting off your shoulders-the sheer relief, the freedom, and the excitement of a stronger financial footing.
Now, picture that feeling at a corporate scale.
Bharti Airtel, India’s telecom giant, has just experienced that moment of exhilaration.
Today, by prepaying Rs 3,626 crore to the Department of Telecom, settling its spectrum dues from 2016, Airtel has hit a major financial milestone. The move isn’t just about clearing debts—it’s a bold stride in optimising its fiscal health and saying goodbye to high-cost liabilities, all while strengthening its financial backbone.
The company has prepaid a total of Rs 28,320 crores in spectrum liabilities during this calendar year, clearing dues that carried interest rates exceeding 8.65 per cent. The prepayment demonstrates Airtel’s commitment to improving its balance sheet and strengthening its financial flexibility.
In June, the Sunil Mittal-promoted telecom operator prepaid all its deferred liabilities for spectrum acquired in the 2012 and 2015 auctions, where interest rates were higher at 9.75 per cent and 10 per cent. The prepayment for these auctions amounted to Rs 7,904 crore. Earlier in the year, Airtel had also prepaid Rs 8,325 crore to the government, clearing part of its deferred liabilities for the spectrum acquired in the 2015 auctions. In 2015, Airtel secured 111.6 MHz of spectrum for Rs 29,130.20 crore, with an upfront payment of Rs 7,832.58 crore, as per the auction rules at that time.
iWorld
Micro-Dramas Surge in India, Redefining Mobile Content Habits
Meta-Ormax study maps rapid rise of short-form storytelling among 18–44 audiences.
MUMBAI: Micro-dramas aren’t just short, they’re the snack that ate Indian entertainment, and now everyone’s bingeing between the sofa cushions. Meta, in partnership with Ormax Media, has released ‘Micro Dramas: The India Story’, a comprehensive study unveiled at the inaugural Meta Marketing Summit: Micro-Drama Edition. The report maps how the vertical, bite-sized format is reshaping content consumption for mobile-first audiences aged 18–44 across 14 states.
Conducted between November 2025 and January 2026 through 50 in-depth interviews and 2,000 personal surveys, the research reveals that 65 per cent of viewers discovered micro-dramas within the last year proof of explosive adoption. Nearly 89 per cent encounter the format through social feeds and recommendations, making algorithm-driven discovery the primary engine rather than active search.
Key viewing patterns show a median of 3.5 hours per week (about 30 minutes daily) spread across 7–8 short sessions. Consumption peaks between 8 pm and midnight, with additional spikes during commutes and work breaks classic “in-between moments” that the format fills perfectly. Around 57 per cent of viewing happens in ambient mode (while doing something else), and 90 per cent is solo, enabling more intimate, personal storytelling.
Romance, family drama and comedy lead genre preferences. Audiences show growing openness to AI-generated content, 47 per cent find it unique and creative, while only 6 per cent say they would avoid it entirely. Regional languages are surging after Hindi and English, Tamil, Telugu and Kannada dominate consumption.
Meta, director, media & entertainment (India) Shweta Bajpai said, “Micro-drama isn’t a passing trend, it’s rewriting the rules of Indian entertainment. In under a year, an entirely new category of platforms has emerged, built audience habits from scratch, and created a business vertical that is scaling fast.”
Ormax Media founder-CEO Shailesh Kapoor added, “Micro-dramas are beginning to show the early signs of becoming a distinct content category in India’s digital entertainment landscape. When a format aligns closely with how audiences naturally engage with their devices, it has the potential to scale very quickly.”
The study proposes ecosystem-wide responsibility, universal signposting of commercial intent, shared accountability among advertisers, platforms, creators, schools and parents, built-in safeguards, and formal media literacy in schools.
In a feed that never sleeps and a day that never stops, micro-dramas have slipped into the cracks of every spare minute turning 30-second stories into the new national pastime, one vertical swipe at a time.
