iWorld
Lionsgate India promotes Shreya Channa as VP, people office SA & SEA
Mumbai: Lionsgate India on Wednesday announced that Shreya Channa, who joined the firm earlier this year as VP – head of people office, to become a part of the expansion for South Asia (SA) and emerging markets of Asia. She will be reporting to Lionsgate MD Rohit Jain.
Channa will work closely with Rohit Jain and Lionsgate global CHRO Ross Pollack who is based in the USA, to expand Lionsgate’s strategy and people operations in emerging markets of Asia, said the company in a statement.
Channa is a seasoned HR professional with over 17 years of experience in human capital consulting, corporate HR and has advised Fortune 500 companies in India and the USA in technology and telecom, among other industries. She has held a number of senior HR positions advising executive teams.
“At Lionsgate, we believe that people are the differentiating secret recipe and soul of an organisation, we work everyday to build a culture of creativity and continuous learning. Shreya’s acumen and expertise will help us to supercharge the next era of Lionsgate in the region,” said Rohit Jain.
“We are looking at an exciting lineup in Asia in the coming year,” said Channa. “I look forward to partnering closely across the business and our teams as we continue to deliver our strategic priorities and execute on the many opportunities that lie ahead.
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.
