iWorld
Industry experts to discuss how to differentiate and innovate OTT experience
KOLKATA: The over-the-top (OTT) platforms across the world are developing robust content slate for viewers to keep them glued to the platforms. But what is more important to retain consumers is a seamless viewing experience.
Indaintelevision.com in its next webinar in partnership with Accedo will host a discussion on how to differentiate and innovate OTT experience in the competitive landscape on 24 September at 12.00 pm.
Some of the esteemed speakers include Accedo solution director Angus Kirkwood; Accedo UX & design director APAC Nikki Perugini; Accedo innovations director Niklas Bjorken; ALTBalaji CTO Shahabuddin Sheikh; SSK OSMOSIS PVT. LTD. product head Soumik Solanki; and EPIC ON COO Sourjya Mohanty.
The panelists will discuss how to build a human-centered approach for product decisions, why innovation is important to differentiate the service, the considerable variables for platform strategy along with other related topics.
Don’t forget to tune in to know more!
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.
