iWorld
JioCinema to live-stream Paralympic Games Paris 2024
Mumbai: Coming on the heels of a historic presentation of Paris 2024, Viacom18 announced JioCinema will live-stream Paralympic Games Paris 2024, scheduled to take place in the French Capital from 28 August –8 September. In addition to live coverage of the event on JioCinema, Sports18 TV Network will also run daily highlights from the 12-day event. JioCinema will offer the best action across two concurrent feeds for the Paris 2024 Paralympic Games giving viewers a comprehensive presentation of the marquee event.
The announcement of Viacom18’s presentation of the Paralympic Games Paris 2024 comes just days after Viacom18 announced the most comprehensive Olympic presentation yet in India, amassing an unprecedented watch-time of over 1,500 crore minutes and over 17 crore viewers across platforms.
“Our commitment to celebrating and taking the spirit of Olympic movement forward continues with the Paralympic Games presentation. The Paralympic movement in India has grown in eminence with the medal-winning feats of our athletes,” said Viacom18 Sports head of marketing Damyant Singh. “We are pleased to present the inspiring stories of the world’s best para-athletes with an enhanced and engaging viewing experience.”
With 84 para-athletes, India will send its largest contingent to the Paralympic Games to date. Participating in 12 disciplines, India has four para-athletes who will go to Paris as defending champions: Sumit Antil (men’s javelin throw F64), Krishna Nagar (men’s badminton singles SH6), Manish Narwal (men’s shooting 50m pistol SH1) and Avani Lekhara (women’s 10m air rifle shooting standing SH1).
The Indian contingent also includes World No. 1 women’s singles SH6 player Nithya Sre Sumathy Sivan. The SH6 event will be staged at the Paralympics for the first time this edition. Tokyo 2020 was India’s most successful Paralympics with a record 19 medals including five gold, eight silver and six bronze Lekhara became the first Indian woman to win a Paralympic gold medal.
Viewers will be able to catch the opening ceremony tonight, 11:30 PM IST and live action from the Paralympic Games Paris 2024 from 29 August noon onwards.
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.
