iWorld
HOOQ targets tier I Indian cities as early adopters; plans original series
MUMBAI: Come June and India will witness its first subscription based video-on-demand platform HOOQ.
As was reported earlier by Indiantelevision.com, the platform will compete with over the top (OTT) players like Hotstar and Ditto TV amongst others. As a major differentiating factor, HOOQ will be providing content that has not been available before to Indian consumers and intends to target tier I cities in the country as early adopters. However, the app will be available to all smart phone users nationally. The service also offers content for all age groups.
The OTT player is in the Indian market for the long haul. With a view to gather substantial number of users in the coming years, HOOQ is also looking at starting its own original series, a la Netflix, which had launched its exclusive made-for-web series House of Cards.
In a conversation with this website about its readiness to improve the platform, HOOQ India head Krishnan Rajagopalan said, “We are constantly going to be evolving the product and the content based on user feedback. This is very much a company philosophy and it’s really up to the user to give us feedback. The better feedback you give, the better the product will be.”
When queried whether the Indian audience is ready for a particular genre, which has more traction Rajagopalan said, “We are going to have different categories. The app will have all Indian languages and feeds and by the time we launch it will be more Indianised. It will be much more relevant, have genres that matter, top action, top rom-com; we will have it all.”
Talking about the Indian market, Rajagopalan said that since India was a fascinating market, there are bound to be challenges. “This is a first product in its category. I don’t think there is anybody doing what we are doing, which is to offer premium content that is not there on ad supported platforms. So we are spending a lot of money, tens of millions on marketing, content and technology. A major challenge is that there will be a lot of consumer education required in the early days and we clearly need to have the right content. We need to have the right distribution partnerships to make it as convenient to the consumer as possible. Not necessarily a challenge, but there are steps that we need to take before we become ubiquitous.”
While the company has not yet chalked out its marketing strategy, plans are to take ‘Go To Market’ (GTM) marketing route when the service’s commercial launch takes place in June.
Speaking about Warner Bros’ association with HOOQ, Warner Bros general manager N Muthuram said, “Singtel will have a strategic presence in the Indian market with their partnership with Airtel. While we are licensed to HOOQ, we also have other local partners and we have been providing content to others as well. The deal with HOOQ is to have access to all of the content that is relevant to the consumer.”
As reported earlier, the platform will have 10,000 movies and series from Hollywood, Bollywood and regional content for just Rs 199 a month. HOOQ is a joint venture with Singtel, Sony Pictures Television and Warner Bros. It will provide content from international as well as local players and has already partnered with 60 local partners.
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.
