iWorld
Digital content creators and their reliance on fictional facts
MUMBAI: We have known it for a long time. And many have cautioned us about it as well.
Now here’s some data to support the fact that digital content influencers and creators are pretty inventive about the so-called information that they tout as facts.
A Unesco backed Behind the Scenes survey has revealed that 62 per cent of influencers do not carry out rigorous and systematic fact-checking of information prior to sharing it. However, 73 per cent expressed the desire to be trained to do so.
The survey is the first global analysis of digital content creators’ motivations and practices, and of the challenges they face. It involved 500 influencers in 45 countries, with the expertise of a dedicated research team at US-based Bowling Green State University.
The survey found that content creators have difficulty determining the best criteria for assessing the credibility of information they find online. 42 per cent of respondents said they used “the number of ‘likes’ and ‘shares’ a post had received” on social media as the main indicator. 21 per cent were happy to share content with their audiences if it had been shared with them “by friends they trusted,” and 19 per cent said they relied “on the reputation” of the original author or publisher of content.
Here’s more: mainstream news media is only the third most common source (36.9 per cent) for content creators, after their own experience and their own research and interviews.
Clearly, a lot needs to be done to train digital content creators as well as followers who swallow any drivel that’s dished out to them as a fact. Unesco has launched an online course to address this and educate them. More than 9,000 participants from 160 countries already registered to participate.
They will learn how to:
* source information using a diverse range of sources
* assess and verify the quality of information
* be transparent about the sources which inspire their content
* identify, debunk and report misinformation, disinformation and hate speech
* collaborate with journalists and traditional media to amplify fact-based information.
Can some more educational initiatives in India be instituted by educational institutes to educate the digital and social media crowd?
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.
