iWorld
IndiaCast lands Fast channel DesiPlay TV on Mena region’s Starz On
MUMBAI: It’s making real fast plays (no pun intended) in the middle east and north Africa.
We are referring to DesiPlay TV, the Fast channel, from the Mukesh Ambani-owned Viacom18.
IndiaCast Media Distribution (IndiaCast), the content asset monetisation arm of Viacom18 and Network18, today announced DesiPlay TV’s launch on Starz On in the middle east & north Africa (Mena), marking the Fast channel’s availability on two key streaming platforms in the region offering audiences a diverse range of Indian entertainment content and making it accessible to a wider audience of Hindi entertainment enthusiasts across the region.
DesiPlay TV, a curated collection of popular Hindi television shows and Indian cinema films, has garnered popularity among viewers worldwide. With this launch, DesiPlay TV is now available on leading Fast platforms, including Starz On, Shahid, Telus, Pluto TV, Plex, Sling, Rakuten TV, and Yupp TV, providing audiences with easy access to the rich tapestry of Indian storytelling across Mena, Americas and Europe.
The Fast channel vertical has witnessed rapid growth in recent years, driven by the increasing demand for affordable and accessible content. The middle east, with its diverse population and growing digital penetration, presents a lucrative market for Fast channels. DesiPlay TV’s presence on Starz On, a prominent streaming platform in the region, is expected to further fuel its popularity and reach among Hindi content consuming audiences.
Says IndiaCast executive vice-president & head of international business Govind Shahi: , “We are thrilled to further solidify DesiPlay TV’s presence in the Middle East through our partnership with Starz On. This expansion is a testament to the growing demand for Indian content globally. We believe that DesiPlay TV’s unique blend of entertainment and cultural richness will resonate with viewers in the region.”
Starz On & evision head of content Sunil Joy adds: “As part of our ongoing commitment to providing our audience with the best possible content, we are excited to announce the addition of DesiPlay TV to our platform. This partnership aligns with the growing demand for Asian content in the region and allows us to offer our viewers a more diverse and engaging entertainment experience.”
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.
