iWorld
Eros Now Partners with Sony India
KOLKATA: Eros Now today announced its collaboration with one of the leading and most trusted television brands, Sony India, to provide unlimited online entertainment to consumers in India. This alliance between the two renowned household brands enables a large base of existing (BRAVIA E series and newer TV models) as well as prospective Sony BRAVIA customers to access Eros Now's pre-installed app seamlessly on their smart TVs and enjoy its massive content catalogue on high definition, superior quality screens.
Indian families have been watching television together more frequently since the coronavirus lockdown began in March. At a time when consumers are increasingly enjoying content along with their families on smart screens, this partnership caters to the demand of audiences across demographics.
India's smart TV market has witnessed exponential growth in recent times, and it demonstrates the growing trend of co-viewing in the country. According to Counterpoint research, in 2019 India has seen a substantial 25 per cent growth in demand for smart televisions fuelled by overall industry growth of 15 per cent, to a record 15 million units per annum.
Under lockdown, with homes transformed into theatres, the audience can now binge-watch Eros Now's original shows, over 12,000 movie titles, music videos, short-format content Quickies and more on the Eros Now app on their Sony BRAVIA TVs most evenings, with their entire family.
Commenting on the announcement, Eros Now CEO Ali Hussein said, "The recent surge of online video streaming on smart TVs offers a massive opportunity for leading OTT players and Smart TV manufacturers to join hands and picture a new growth story. There is a vast audience base across demographics who have now started enjoying online video content, and smart TV is boosting this habit. Thus, the partnership with Sony TV helps in further increasing the co-viewing experience in India with family-friendly video content offered on Eros Now platform becoming a growing trend and resonating across all age groups."
Sony India BRAVIA Business head Ranvijay Singh added, "Our consumer-centric approach led us to partner with one of India's leading OTT player, Eros Now. Eros Now's massive movie library, originals and music will certainly add to the entertainment services on Sony BRAVIA smart TVs and offer wholesome entertainment to our audience seamlessly."
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.
