iWorld
EPIC ON premieres #BLUETICK starring Parul Gulati and Siddharth Nigam
Mumbai: EPIC ON, the OTT platform from IN10 Media Network, celebrated for its diverse original content, is thrilled to announce the launch of its highly anticipated series, #BLUETICK (verified). This captivating drama, featuring acclaimed actors Parul Gulati and Siddharth Nigam in the lead roles, is set to premiere on July 19, 2024.
The series introduces Pallavi (played by Parul Gulati), an influencer whose viral video propels her to instant fame. As she navigates the glittering corridors of the industry, the series delves into the complex interplay between her online persona and real-life struggles. Amidst this journey, she meets Viraj (portrayed by Siddharth Nigam), a charming B-town celebrity. Their chance encounter in a small town near Delhi kickstarts a thrilling story of ambition, love, and deep self-discovery.
Parul Gulati, who portrays the character of Pallavi, added, “This series is a rollercoaster of emotions and experiences. My character’s journey from an ordinary individual to a social media icon and then to navigating the cutthroat film industry is both inspiring and cautionary. It’s a reflection of how quickly life can change and the importance of staying grounded. I believe viewers will find a part of themselves in this story.”
Siddharth Nigam, who plays a pivotal role in the series as Viraj, shared his enthusiasm, saying, “Being part of #BLUETICK (verified) has been an extraordinary experience. The storyline is incredibly relevant in today’s digital age where social media is omnipresent. It’s a thought-provoking tale that will resonate with audiences who understand the power and pitfalls of social media. I’m thrilled to bring this character to life and to be part of such a compelling narrative.”
EPIC ON chief operating officer Sourjya Mohanty commented, “At EPIC ON, our mission is to deliver diverse and captivating content that connects with our viewers. We are thrilled to introduce #BLUETICK (verified), a series that mirrors our social media-driven world. Featuring outstanding performances by Parul Gulati and Siddharth Nigam, we believe this show will deeply resonate with audiences.”
#BLUETICK (verified) will be available for streaming exclusively on EPIC ON starting July 19, 2024.
iWorld
Micro-Dramas Surge in India, Redefining Mobile Content Habits
Meta-Ormax study maps rapid rise of short-form storytelling among 18–44 audiences.
MUMBAI: Micro-dramas aren’t just short, they’re the snack that ate Indian entertainment, and now everyone’s bingeing between the sofa cushions. Meta, in partnership with Ormax Media, has released ‘Micro Dramas: The India Story’, a comprehensive study unveiled at the inaugural Meta Marketing Summit: Micro-Drama Edition. The report maps how the vertical, bite-sized format is reshaping content consumption for mobile-first audiences aged 18–44 across 14 states.
Conducted between November 2025 and January 2026 through 50 in-depth interviews and 2,000 personal surveys, the research reveals that 65 per cent of viewers discovered micro-dramas within the last year proof of explosive adoption. Nearly 89 per cent encounter the format through social feeds and recommendations, making algorithm-driven discovery the primary engine rather than active search.
Key viewing patterns show a median of 3.5 hours per week (about 30 minutes daily) spread across 7–8 short sessions. Consumption peaks between 8 pm and midnight, with additional spikes during commutes and work breaks classic “in-between moments” that the format fills perfectly. Around 57 per cent of viewing happens in ambient mode (while doing something else), and 90 per cent is solo, enabling more intimate, personal storytelling.
Romance, family drama and comedy lead genre preferences. Audiences show growing openness to AI-generated content, 47 per cent find it unique and creative, while only 6 per cent say they would avoid it entirely. Regional languages are surging after Hindi and English, Tamil, Telugu and Kannada dominate consumption.
Meta, director, media & entertainment (India) Shweta Bajpai said, “Micro-drama isn’t a passing trend, it’s rewriting the rules of Indian entertainment. In under a year, an entirely new category of platforms has emerged, built audience habits from scratch, and created a business vertical that is scaling fast.”
Ormax Media founder-CEO Shailesh Kapoor added, “Micro-dramas are beginning to show the early signs of becoming a distinct content category in India’s digital entertainment landscape. When a format aligns closely with how audiences naturally engage with their devices, it has the potential to scale very quickly.”
The study proposes ecosystem-wide responsibility, universal signposting of commercial intent, shared accountability among advertisers, platforms, creators, schools and parents, built-in safeguards, and formal media literacy in schools.
In a feed that never sleeps and a day that never stops, micro-dramas have slipped into the cracks of every spare minute turning 30-second stories into the new national pastime, one vertical swipe at a time.
