iWorld
IN10 Media Network launches rebranded EPIC ON
MUMBAI: Announced earlier this year, IN10 Media Network’s upgraded and reimagined OTT platform EPIC ON is set to go live on 15 August 2020 with a new look, exciting brand proposition, and a future ready vision for digital content consumption in the new decade.
“Content consumption in the next decade of digital streaming will be more than just about quality, variety, and language. It will also be about formats and preferences of mediums. The choice is not just what to make, but also whether to make it as a series, film, podcast, e-book, game, and then to expand it in others. With this in mind, the new EPIC ON offers the brand proposition of Dekho | Suno | Khelo (Watch | Listen | Play) – Engage with your content in your preferred manner,” explained IN10 Media Network MD Aditya Pittie, as he revealed the expansive thought behind the strategic shift in the platform’s offering.
The first to announce and execute a unique symbiosis of extant technologies, and push the boundaries of what an OTT platform can be, the app, built from scratch by an in-house tech team, will enable consumers to watch, listen, play & read content on one app. Also introducing, EPICOINS – a loyalty program that offers exciting rewards and experiences.
“Tech of the future will need to be adaptive as well as extremely responsive; extensive choice of content, and the correct partnerships to provide that, with mutually beneficial business models will be pivotal for standing out and convincing users to subscribe to the service,” said EPIC ON COO Sourjya Mohanty, as he elaborated on the abundance of content choices available on EPIC ON – over 2000 hours of factual and fictional series, movies, documentaries, talks, etc., 5000 hours of inspiring and entertaining podcasts, 1000-plus casual multiplayer and interactive games, along with E-sports and over 1000 E-books for bibliophiles.
To build a large repository of diverse content, EPIC ON has partnered with leading players, including EP.Log, IVM, Aawaz, Whistling Woods International, and more.
The new EPIC ON will continue to Live Stream the network’s linear channels: EPIC TV, ShowBox, and Filamchi, and add more including the network’s upcoming channels. Select content across formats will also be available in English and Tamil.
Users will be able to access free content and premium library through multiple subscription plans – Rs 59 for one month, Rs 159 for three months, Rs 299 for six months and Rs 499 for a year.
Users can stream EPIC ON across devices, create multiple user logins, download content to enjoy it on the go, and access the user interface in English, Hindi and Tamil with more regional languages available in the future.
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.
