iWorld
Eros Now enters into strategic distribution partnership with Vayam Technologies
MUMBAI: Eros Now, the cutting-edge digital over-the-top (OTT) South Asian entertainment platform owned by Eros International Plc, a global Indian entertainment company, announced its agreement with Vayam Technologies Ltd to distribute the OTT platform across districts of Uttar Pradesh through its common service centres (also known as Jan Seva Kendra). Eros Now will be part of Vayamtech's business to customer (B2C) services that provide access to village-level entrepreneurs (VLEs), hosted on its platform.
Eros Now's availability at nearly 20,000 common service centres, one of the largest government-approved online service delivery channels, across 21 districts in Uttar Pradesh will enhance the reach of the leading online video streaming platform and shall cater to more than two million consumers in the rural areas of the above mentioned state.
Eros Now CEO Ali Hussein said, "The alliance between Eros Now and Vayamtech is a result of our common belief in using the power of the internet to offer the best services to customers across India. The people of rural India are increasingly using the internet for their daily needs, and it has now become imperative for businesses to offer rural audiences with seamless access to services. Eros Now's distribution through Vayamtech network of common service centres will offer the massive audience base the best of online video streaming service."
As per the Internet & Mobile Association of India's (IAMAI) report, rural India houses 227 million active internet users, 10 per cent more than urban India's about 205 million, as of November 2019. The association, therefore, acts as a perfect distribution mechanism for Eros Now through common service centres (multiple-services-single-window delivering government and private essential services) that will not only deepen Eros Now's reach in the state but also aims to bring socio-economic upliftment in rural areas.
Vayam’s know-how and familiarity of working for people at bottom of the pyramid extends across multiple states reaching millions of rural citizens. Adhaar Enrolment, Census and Surveys, e-district, CSCs, Facilitation Centres, Banking, Insurance, Product Delivery etc. have facilitated in reaching out to 70 per cent of rural population residing in states of Rajasthan, Uttar Pradesh, Gujarat, Madhya Pradesh and Bihar.
Vayamtech executive director Jitendra Tiwari added, "OTT platforms across India are witnessing huge demand and adding Eros Now in Vayamtech's services will result in revenue yielding for the brand by benefiting the customers with easy access to online entertainment. Uttar Pradesh is a massive market and our common service centres across 21 districts in the state is an ideal model for the delivery of the entertainment platform."
Uttar Pradesh is certainly one of the biggest Hindi speaking markets and Eros Now's massive content catalogue comprising over 12,000 Bollywood movies, original shows, short-format content category Quickie, music and more will offer the best of online entertainment experience.
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.
