iWorld
Exponential OTT growth: Shemaroo inks licensing deal with Viu
MUMBAI: Shemaroo Entertainment Ltd, one of the leading content houses in the country, has inked a content licensing deal with Vuclip’s premium OTT video on demand service, Viu.
Through this deal, Shemaroo Entertainment’s catalogue of contemporary full length Hindi movies like Sarkar, Black, Ishqiya, Traffic Signal, Bheja Fry 2, and The Dirty Picture can be enjoyed by subscribers of Viu which can be accessed from www.viu.com or by downloading Viu’s Android and iOS apps.
Shemaroo director Jai Maroo said, “OTT services are growing exponentially in India. Given the dynamics of the OTT space, content has become the key driver for subscriber acquisition and growth. We are pleased to join hands with Vuclip’s premium OTT video on demand service. Viu in our ongoing efforts to reach out to the digital consumer.”
Commenting on the partnership, Vuclip India head Vishal Maheshwari said, “Our subscribers see great value in content that is high in quality and freshness. Our content partnership with Shemaroo plays a part in delivering this value to our highly engaged viewers.”
Shemaroo Entertainment is an established Filmed Entertainment “Content House” in the country, active in Content Ownership, Creation, Aggregation and Distribution with a large content library of over 3000 titles. Shemaroo is engaged in the distribution of content for satellite channels, physical formats and emerging digital technologies like the Mobile, Internet, Broadband, IPTV and DTH among others. Vuclip, a PCCW Media Company, is a leading premium video-on-demand service for emerging markets with 10 million subscribers per quarter. The company’s premium OTT service Viu is currently enjoyed by consumers in Hong Kong, Singapore, Malaysia, Indonesia, Egypt and India.
Also Read:
http://www.indiantelevision.com/cable-tv/multi-system-operators/premium-vas-shemaroo-hathway-tie-up-170216
http://www.indiantelevision.com/dth/dth-services/powered-by-shemaroo-ptc-videocon-d2h-adds-two-vas-services-170117
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.
