iWorld
HiPi: ZEE5 reveals the name of its short video platform
KOLKATA: Keeping up with the promise of delivering unmatched super-app experience, ZEE5 today revealed the name of the much-awaited and India’s first-ever fully homegrown short video platform. Made for an Atmanirbhar Bharat, ZEE5’s innovative and exciting platform called HiPi is a place where India can create the most ingenious and exciting content with the help of state-of-the-art features.
The name HiPi comes from the vision of a youthful and carefree planet where everyone can express themselves with freedom and confidence. A fun place where users can uninhibitedly and unapologetically be themselves without fear of being judged. ZEE5’s HiPi is driven by the vision to encourage self-expression and it aims to unlock the potential talent that this country has by inviting talented and diverse content creators who are seeking a platform that encourages creativity and paves the way to Stardom.
HiPi will entail exciting features which will allow creative minds to express themselves in the most creative way. It is the destination for all things entertainment and a platform for fandoms and storytellers which they can call their own.
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.
