iWorld
Inside Edge to return on Amazon in Hindi, Tamil and Telugu
MUMBAI: Buoyed by the response of viewers across the world, Amazon Prime Video (Amazon) has announced the second season of its Indian original Inside Edge. Launched on 10 July 2018, the first season of the show delved into the scandalous side of the cricket world. Aside from winning several awards, Inside Edge became one of the top watched titles on Amazon.
Excel Media & Entertainment, the producer of the show, has collaborated with Amazon Prime Video for season 2 as well.
“We have had a successful collaboration with Amazon Prime Video, starting with Amazon’s first original, Inside Edge, which was hugely successful. We are excited on the commencement of season 2 of Inside Edge and are looking forward to our collaboration yet again with Amazon in bringing the next season to Prime Video,” Excel Media & Entertainment co-founder Riteish Sidhwani said.
Who the $&*@ is Bhaisaab? #InsideEdge – Season 2. Coming 2019 on @PrimeVideoIN pic.twitter.com/1hweuP2QFT
— Inside Edge (@InsideEdgeAMZN) April 4, 2018
Apart from Hindi, the second season is expected to premier in 2019 with dubs in Tamil and Telugu. The series will serve as an answer to all the cliff hangers in season 1.
“We are thrilled to announce an all-new season of Amazon’s first Indian Prime Original, Inside Edge. The first season of Inside Edge received a tremendously positive response. We are happy to work with Excel Media & Entertainment again on Inside Edge Season 2,” Amazon Prime Video India’s director (content) Vijay Subramaniam said.
Amazon Prime Video is trying to make its foothold stronger in the Indian market with originals that the audience can connect with.
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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.
