iWorld
hoichoi is now available on PatchWall on Mi TVs
MUMBAI: hoichoi, a leading Bengali entertainment platform with over 2,000+ hours of content, is now available on PatchWall on Mi TV, India’s number 1 Smart TV brand by Xiaomi.
This partnership was announced earlier this month along with four Mi TV 4X series ahead of hoichoi’s 2-year completion in the industry. Since then, Hoichoi has been rolled out to all Patchwall users across India. All Mi TV customers across India can access their favourite content on hoichoi which offers a variety of Movies, Classics, recently released Films (as World Digital Premieres), Original Series, Music Videos and much more. hoichoi will be providing Bengali content to over 2 million customer-base of Mi TV being the sole Bengali (regional) platform on PatchWall currently.
The new Mi TV 4X (65) is the flagbearer of the new Mi TV 4X series, with a large 163.9cm HDR LED display with Xiaomi’s in-house VPE (Vivid Picture Engine), and more. The Mi TV 4X series has been announced with an aim to bring 4K for everyone; it comprises of its flagship Mi TV 4X (65) along with Mi TV 4X (50), Mi TV 4X (43). The series is also the first in the world to come with Google’s Data Saver Mode. The new generation of Mi TVs are powered by a new and refined version of PatchWall based on Android 9 Pie, designed specifically for the Indian market while retaining support for Google Assistant thus enabling universal voice search, PatchWall now provides a large selection of latest content: 700,000+ hours of digital content across 18 different content partners.
As hoichoi completes two years of Business Operations, one of the focus points for the 3rd year is ensuring seamless availability of hoichoi content on multiple devices, especially on TV screens. hoichoi is already available on Amazon Fire TV, Apple TV, Android TV, and Roku App. Mi TV is a recent addition to their repertoire.
Commenting on the partnership, Vishnu Mohta, Co-Founder of hoichoi, said: “PatchWall allows seamless integration of hoichoi on all Mi TVs where users can choose the interface (English or Bengali) to watch their preferred content. As hoichoi is an audience-first platform and we believe in delivering not only the content of their choice but also the devices they prefer, Mi TV comes as a wonderful addition to our library of devices which will keep growing according to the needs of our consumers.”
Eshwar Nilakantan, Category Lead – MiTV, Xiaomi India said, “With our content first philosophy, we hope to bring each Mi TV user a unique experience with a personalised interface. All this and much more is possible with PatchWall inbuilt into each Mi TV. hoichoi has been synonymous with ground-breaking regional content for the digital medium in the East and we are extremely proud to have brought them on-board with their high-quality immersive content offerings for all our Mi Fans. We hope to build great properties together. Mi TV offers over 700,000 hours of content and hoichoi is a very important partner who share similar brand philosophies as Xiaomi in terms of disrupting respective industries.”
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.
