iWorld
Irish TV selects Tata Communications as global technology partner & OTT service provider
NEW DELHI: Ireland’s first ever International TV channel Irish TV has tied up with Tata Communications to bring the network’s content directly to North American viewers for the first time.
Using Tata Communications’ Media Ecosystem platform, Irish TV will provide a rich content experience and on-the-go access to 40 million Irish residents in the U.S. with international expansion plans to other regions in the near future, according to an announcement made today in Las Vegas.
This comes immediately after Tata Communications signed an agreement with Asian Television Network Canada to provide OTT services.
Irish TV founder and CEO Pierce O’Reilly said: “We needed a global network that was flexible, reliable and would deliver a seamless, high-quality experience to our audiences. We’re excited to partner with Tata Communications to launch this new distribution capability and open up greater possibilities to the services we can provide in the future.”
He added: “It was important for us to have a connectivity partner that would not only help us launch our television offering in North America but also around the world.”
Irish TV will leverage Tata Communications’ end-to-end managed over the-top (OTT), playout services and connectivity to deliver content in an intuitive app format. This will make the network’s unique mix of local and Irish productions available to North American viewers across multiple formats such as iOS devices, Android, Roku, Amazon Fire TV, Google Chromecast, Apple TV and smart TV’s. Viewers will be able to access exclusive local content from every county in Ireland and Irish communities across the UK and the United States.
The Tata Communications Media Ecosystem combines traditional video contribution services with IP-based connectivity to create a flexible and innovative global media platform. The ecosystem enables seamless global transport and management of content as a cloud-based managed service and supports global media distribution requirements, OTT and mobility applications.
“By harnessing the power of our Media Ecosystem, Irish TV will be ideally positioned to reach the vibrant market of Irish nationals and Irish Americans living in the US,” said Tata Communications CEO for Growth Ventures and Service Provider Group Rangu Salgame. “Our unparalleled OTT platform and video distribution capabilities, underpinned by our global fibre network, enable Irish TV to bring its new audiences the best viewing experiences, anytime, anywhere, on the device of their choice.”
Irish TV has a plethora of content revolving around Irish culture, creating national and local content in all 32 counties in Ireland, and in Irish communities abroad in London and Manchester with rapid expansion across the United States in New York, New Jersey, Boston, Philadelphia, Chicago, Washington DC, Austin and Los Angeles, among others.
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.
