iWorld
Deutsche Telecom to use Microsoft’s IPTV technology in Germany
MUMBAI: Europe’s biggest telecommunications group Deutsche Telekom will use Microsoft software to power new internet-based television services it plans to offer in Germany before the end of 2006.
The tie up will see the service launched across Deutsche Telekom’s VDSL network using a Microsoft IPTV platform. The companies have promised a range of entertainment products, including regular programming in standard and high-definition formats, as well as interactive TV, digital video recording and video on demand. The latter feature will allow viewers to access selected feature films, TV series or documentaries at the touch of a button.
The deal cements Microsoft’s position as the leading supplier to providers of internet protocol TV, with 13 telecoms groups now installing or testing its IPTV software. It also represents a milestone for Deutsche Telekom in its bid to be one of the first telecoms groups to offer high-definition TV, voice and data services on new, ultra-fast internet lines.
Deutsche Telecom previously had been conducting a trial of the Microsoft IPTV software. The service is planned for launch in mid 2006 in 10 major German cities including Berlin, Hamburg, Cologne and Munich. Other Microsoft IPTV customers include AT&T, Telecom Italia and Swisscom.
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.
