iWorld
Lionsgate Play to exclusively premiere 73rd Emmy Awards in India
Mumbai: Starz’s streaming service Lionsgate Play has announced that it will be exclusively premiering the 73rd Emmy Awards on 20 September at 5:30 a.m in India.
The latest edition of the Emmys will be hosted by Cedric the entertainer and unlike last year’s largely virtual event, it will have an in-person ceremony in Los Angeles. The ceremony will be directed by Hamish Hamilton and some of the biggest Hollywood stars are expected to make a special appearance this year.
“Emmys has been the most-watched and popular awards ceremony globally including India and we are thrilled to telecast it live so that people can watch it effortlessly,” said Lionsgate EVP Amit Dhanuka. “We take this as a great opportunity for us to showcase this ceremony which is loved across the world.”
Lionsgate Play currently has content available in six Indian languages including Hindi, Marathi, Tamil, Telugu, Kannada, and Bhojpuri.
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.
