iWorld
Hooq hires ex-BBC exec, to expand into new territories
MUMBAI: Singtel’s over-the-top (OTT) service Hooq has appointed Michael Fleshman as its chief technical officer. He was the senior vice-president of consumer digital technology at BBC Worldwide until March 2015 after being CTO at FT.com and CIO at the Financial Times.
Hooq CEO Peter Bithos welcomed Fleshman to Hooq as part of the senior leadership team. He opined that the team is ecstatic by his depth of experience in the digital media space and is confident about Fleshman leading the technical team to new heights as it expands aggressively into new territories, new products and new platforms in 2017.
Fleshman said he looked forward to driving the company into its new phase of innovation and technology.
Singtel has a majority stake in the project across Asia, with Sony Pictures Television and Warner Bros Entertainment being the minority shareholders.
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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.
