iWorld
Celebrate Valentine’s Day on Amazon miniTV
Mumbai: Amazon miniTV, Amazon’s free video streaming service, is set to celebrate the month of love with a diverse selection of romantic shows. Owing to the popularity of romance genre on the service, this Valentine’s Day, Amazon miniTV brings the perfect gift of love as it announces seven new romantic shows!
Delving into the world of desi-romance, Amazon miniTV brings back the finale season of its much-loved high school romance, Crushed! In addition, viewers will be awestruck as the streaming service announces the return of the next seasons of two of its biggest romantic hits – young adult favorite Highway Love and teen romance School Friends. Adding a global flavor to the genre, the streaming service will release a range of international shows like Life is Today, My Secret Terrius, When We Meet, One More Happy Ending making it a one-stop destination for romantic binge-watches.
Amazon miniTV head of content Amogh Dusad shared, “Amazon miniTV has been a powerhouse of rom-com show. Our library encompassing shows such as Highway Love, Half Love Half Arranged, Ishq Express, Crushed and so many more have received tremendous love and appreciation from across the country. We’re very happy and excited to announce newer shows and entertain audiences with endearing content repertoire this Valentine’s Day.”
Sharing a special message for the audience, the viewer’s favorite from Highway Love Gayatri Bhardwaj shared, “Valentine’s Day is not just about expressing your love for others, but also embracing the love you have for yourself. My character, Inaaya also strongly portrays the importance of self-love as she realizes her true feelings. I encourage celebrating the day of love with loved ones while also prioritizing self-love, ensuring to shower oneself with the same affection.”
Adding to the Valentine’s fervor, Ritvik Sahore said, “Taking the celebration of love a notch higher, I am excited that the second season of Highway Love will soon stream on Amazon miniTV and as a team we chose the month of love to announce this exciting new. I can’t wait to entertain and simply give that endearing feeling of love to fans of Inaaya & Kartik, as they embark once again on their journey of love.”
Amazon miniTV is available on the Amazon shopping app, Play Store, and Fire TV for free.
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.
