iWorld
Chandan Das joins Mirchi as vice-president for business
MUMBAI: Mirchi has strengthened its commercial leadership with the appointment of Chandan Das as vice-president for business, bringing in a seasoned media sales executive with deep experience across television, digital and regional markets.
Das joins Mirchi after leading digital and TV revenue generation for the south at JioStar, where he was responsible for monetising marquee properties such as Bigg Boss, Hotstar originals, world TV premieres and network-wide inventories.
He was elevated to director in April this year, reflecting his growing remit across platforms and markets.
With over 14 years of experience, Das has built a reputation for scaling revenue, launching high-impact properties and building teams that blend sharp client insight with disciplined execution. His career includes more than a decade at Disney Star, where he held multiple leadership roles spanning the south, east and regional markets, managing portfolios ranging from Rs 60 crore to over Rs 250 crore.
At Disney Star, Das led ad sales for flagship general entertainment and movie channels, headed regional businesses and played a key role in driving growth across Hindi and regional networks. Earlier stints at HT Media and Info Edge further sharpened his grounding in client solutions and revenue-led strategy.
At Mirchi, Das is expected to focus on accelerating business growth, strengthening advertiser partnerships and unlocking new monetisation opportunities across radio, digital and integrated offerings.
As competition intensifies across audio and content platforms, Mirchi’s latest hire signals a clear intent: chase growth aggressively—and sell smarter.
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.
