iWorld
Facebook-FICCI to promote social sector innovations
NEW DELHI: The Federation of Indian Chambers of Commerce and Industry (FICCI) and Facebook have joined to augment the Millennium Alliance (MA) initiative.
Facebook has joined hands with FICCI as an Outreach and Knowledge partner to support and expand the development of the social enterprise sector in India. Both share the commitment to promote replication and scale of the selected social enterprise innovations across the South Asia and Africa regions in the identified priority areas of sanitation, education, health care, clean energy and agriculture.
Facebook and FICCI together will also engage in organizing regular workshops & webinars for shortlisted applicants to promote the effectiveness of Facebook as a tool for promoting business and social innovations apart from helping them reach out and connect to relevant resources globally.
The Millennium Alliance is an inclusive platform to leverage Indian creativity, expertise, and resources to identify, scale and expand the outreach of innovative solutions being developed and tested in India to address development challenges that will benefit ‘base of the pyramid’ populations across India and the world.
The Millennium Alliance (MA) was launched in July 2012 jointly by the Technology Development Board of the Department of Science and Technology; USAID and FICCI to recognize India’s role as a global innovation laboratory, by identifying, testing and scaling solutions that leverage private and public sector resources and expertise to reduce the cost and increase the reach of development improvements in India and around the world. ICICI Foundation for Inclusive Growth, ICCo Cooperation, UKAID, WISH Foundation & World Bank subsequently came on board as Program Partners. The MA aims to create significant developmental impact at the base of the pyramid population. So far, MA has funded 62 projects, dispersing close to Rs. 55,00,00,000 in its key focus sectors.
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.
