iWorld
Cellular Association welcomes central advisory to state govt on mobile towers
NEW DELHI: The Cellular Operators Association of India has welcomed the advisory sent by the Department of Telecommunications to state governments on mobile tower guidelines, saying the norms clearly segregate emission aspects from structural requirements.
The DoT has asked the states to refrain from sealing mobile towers or disconnecting power supply to them without the permission of its unit, TERM cell, on account of radiation related issues.
COAI director general Rajan S Mathews said in a statement: “We are working closely with the DoT to ensure that all safety norms are made universal and fears of the public about the telecom towers are removed”.
He said the positive aspect of the guidelines is a clear distinction and segregation of emission (EMF) aspects from structural requirements. “The new guidelines have clearly stated that EMF aspects, compliance of RF exposure field emissions, issues related to SACFA, licence etc are to be handled solely by the DoT’s TERM Cells,” it added.
COAI said the guidelines encourage a nominal one-time fee, single window clearance, and electricity connection on priority for mobile towers.
“These are welcome steps for the industry which has been contending with a complex system and procedural delays which are hindrance towards the much required development of telecom infrastructure in the country,” it added.
India has already implemented stricter radiation norms than are followed by other countries, DoT officials said.
Industry representatives maintain that due to the lack of awareness on radiation, people object to the installation or working of mobile towers.
Around 5,000 towers in Delhi and Mumbai were termed illegal by local authorities and shut down.
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.
