iWorld
IPRS grants music license to Google for India
MUMBAI: The Indian Performing Right Society Limited (IPRS) has granted a license to Google, enabling the company to utilise IPRS members’ Indian works repertoire in India across YouTube and related services.
IPRS is the registered copyright society in India authorised to carry out the copyright business in respect of musical works and literary works (lyrics), associated with musical works and members comprising of author (lyricists), music Composers and music publishers.
IPRS CEO Rakesh Nigam stated, “The IPRS agreement with Google is nothing short of historic. IPRS and its members will benefit greatly from the arrangement with Google. IPRS licensing reach has significantly increased as a registered copyright society and its mandate to function efficiently and transparently vis-à-vis licensees, members and the public. This is another step to ensure IPRS’ standing as the preeminent copyright society in India”
YouTube global head of music licensing Christophe Muller said, “This is yet another step in YouTube’s ongoing commitment to ensuring that writers, composers and publishers continue to be paid fairly, and that our users are able to enjoy their favorite songs and discover new music on YouTube. We’re extremely pleased to have reached this important agreement with IPRS that will bring more value to songwriters and artists, and deliver an incredible experience to music fans in India.”
Saregama India Ltd CEO IPRS director Vikram Mehra said, “This is an extremely positive development. The deal between IPRS and Google for its YouTube and other related services will surely strengthen the copyright ecosystem in India. Indian Artistes will recognise value from the exploitation of their creations and this arrangement will yield more value for all IPRS members.”
IPRS chairman Javed Akhtar said, “The IPRS-Google agreement is a historic milestone for Indian authors and music composers as well as music publishers. I congratulate and thank Google for backing Indian artistes, music publishers and the creative fraternity in such a strong way in India. This is the beginning of a very strong relationship with Google. IPRS is determined to ensure that these relationship augers well and proves beneficial to the creative fraternity in India. YouTube has a strong and pioneering role to play in encouraging creators and connecting them with markets and users. This deal between IPRS and Google for its YouTube and other related services will provide benefits to creators and members of IPRS in a tangible and meaningful way.”
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.
