iWorld
Lukup launches on-demand television service in India
BENGALURU: Indian company Lukup Media has announced the launch of an on-demand TV service powered by a connected device- the Lukup Player. The device is similar to Apple TV or Google TV, but can also deliver content across multiple screens using WiFi.
Lukup CEO Kallol Borah said, ““Our TV service is designed to meet the requirements of changing lifestyles and consumer behaviour where more and more people want their entertainment when they have time, on a device of their choice and even when they are travelling and away from home. We also want to bring content and channels not available to viewers in India currently and broaden their choice of content substantially.”
The Lukup TV service aims to deliver a large number of TV channels in addition to those available on cable and DTH platforms. These additional TV channels will have content from multiple genres including movies, shows, lifestyle and sports. Using the Lukup Player, users will also be able to stream content on more than one screen or device – TV screens, tablets, mobile phones, wireless speakers – at any one time. The service includes unlimited recording capacity starting from 500 GB which can be upgraded without limit. Users can also download content on their mobile devices which they can access offline. With no minimum monthly subscription charges, users can pay per view.
Lukup CFO Harsha Mutt said,” “The television and broadcast industry in India needs an overhaul since customers’ desire experiential content on a device of their choice, at a time of their liking. To cater to this demand, we are meticulously putting together an elaborate network for delivering content to our customers through an over the top (OTT) TV service. With exclusive content, movies and TV shows available on our video-on-demand platform, we aim to make life easier for our customers, inspiring them to celebrate their joie-de-vivre. Our association with various content providers is a significant step forward in this direction.”
The Lukup TV service is currently available in Bengaluru and will be available across India in phases. The Lukup Player will be online and in retail stores from October 2014.
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.
