iWorld
EPIC launches digital originals on YouTube
New Delhi: Expanding its digital footprint, EPIC – the infotainment channel from the house of IN10 Media Network has launched EPIC Digital Originals with a 12-episode historical series on food titled – Power Foods and Veshbhusha.
While the digital space continues to witness numerous offerings from various broadcasters and creators in multiple genres, EPIC Digital Originals will specifically cater to the 18-40 age group and aims to break the clutter with exclusive Indian-specific content in the non-fictional space.
The channel is now set to launch the digital slate on Travel & History namely Epic Explorers and Epicpedia, respectively. The two shows will explore voyages that have documented the evolution of India and dig deep into unknown facts about the country.
Commenting on EPIC Digital Originals, EPIC, AVP-content, and strategy, Nisha Thakkar at IN10 Media Network said, “The launch of EPIC Digital Originals is a step towards our commitment, of showcasing premium factual content, as we look to expand our reach among the digital-savvy audience. Our vision is to create best-in-class original content that is made for the digital platform and is culturally relevant.”
The EPIC Digital Originals plans to deepen the channel’s engagement with its audience via YouTube and Facebook and further solidify its standing in the infotainment genre in the country, said the company on Monday.
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.
