iWorld
Eros International signs television license deal with Zee Network
MUMBAI: Eros International Media Ltd has announced a television syndication deal for their new and catalogue films with Zee Network. The films comprise a number of catalogue films from Eros’ vast library and also pre-sales for a few forthcoming films.
Movies that will be showcased exclusively on Zee Network include Riteish Deshmukh and Nargis Fakhri starrer Banjo, slated for a theatrical release on September 23, the much acclaimed family drama Nil Battey Sannata, and the widely appreciated Aligarh starring Manoj Bajpayee and Rajkummar Rao.
Apart from the recent releases, the license deal will give the channel access to Eros’ blockbuster catalogue films like Housefull, Heyy Babyy, Cocktail, Vicky Donor, Omkara among others.
Eros International Media Ltd. managing director Sunil Lulla said, “This deal signifies yet another step towards cementing our long association with Zee Network. We continue to exploit our significant library and the content licensing deal with Zee is consistent with our pre-sales strategy. These tailor made packages from our broad film repertoire will suit audiences across networks and maximize the potential from the television broadcast.
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.
