iWorld
DE-CIX India establishes new point of presence at Sify Technologies
MUMBAI: DE-CIX India, the largest carrier and data center neutral Internet Exchange (IX) operator in the Indian market, establishes a new point-of-presence (PoP) in Mumbai at Sify Technologies. This will be the fifth PoP of DE-CIX India in the Mumbai market. This partnership provides an opportunity to both DE-CIX India customers and Sify Technologies customers to connect with each other via cross-connect and exchange traffic improving their end-users internet experience.
“By establishing a presence at Sify Rabale DC we offer our customers a highly connected PoP with dense fiber in DC and the vicinity with failover to public cloud services along with redundant multipath network connectivity suitable for both enterprises to access our DirectCLOUD and ISPs' needs. The new PoP will attract additional clients with low-latency edge requirements and help them cost-effectively extend their reach through access to a global network platform that reaches hundreds of networks around the world. By offering interconnection solutions that are powerful, flexible, and scalable, we can meet the rapidly growing connectivity needs of global clients across all verticals,” says DE-CIX India senior vice president, nation head sales Sudhir Kunder said.
DE-CIX India serves around 220+ networks in India with presences in Webwerks DC2, Netmagic DC5, STT Telemedia DC, GPX Mumbai and now Sify Technologies Rabale. DE-CIX is the only Open-IX certified IX in India connecting the ISPs, Content Delivery Networks, Cloud Companies, OTTs and other network providers, along with educational institutes in the connected networks.
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.
