iWorld
Jio TV to live stream Winter Olympics 2018
MUMBAI: Reliance Jio’s live television app JioTV has secured digital rights for the Olympic Winter Games PyeongChang 2018 for the India market.
As per the deal, JioTV will work with the International Olympic Committee (IOC) to provide users with access to live and catch-up content on their mobile devices. The terms of the deal were, however, not disclosed.
Featuring 102 events in 15 sports, including skiing, skating, luge, ski jumping, ice hockey and snow boarding, the Games will see participation from more than 90 countries, including India.
The Olympic Winter Games are scheduled from 9 to 25 February at PyeongChang County, South Korea.
The company said that JioTV will create several exclusive channels to stream 24×7 live action and content from the tournament and will also provide a seven day catch up content feature.
The IPC said that its Olympic Channel will also live stream the tournament across India and the sub-continent including Bangladesh, Bhutan, Maldives, Nepal, Pakistan and Sri Lanka. This will be done on its website, mobile apps, and its YouTube channel.
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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.
