iWorld
Mythoverse Studios announces its foray into the Metaverse; appoints Anshu Patni as CEO of gaming and Web3.0
Mumbai: Mythoverse Studios, a venture of media entrepreneurs Madhu Mantena and Sheetal Talwar on Monday announced that the company is all set to enter the Web3.0 space and will concentrate on bringing newer immersive experiences for its audiences inspired by stories from Indian Mythology. As a part of expanding its horizons, Mythoverse Studios has appointed Anshu Patni as its CEO of gaming and WEB3.0.
She comes with over a decade of experience in the content, talent, and gaming business under her belt. In her new role, she will have her eyes set on bringing the immersive world of Mythoverse in its Web3.0 Avatar.
Mythoverse Studios founder Madhu Mantena commented, “The work we have done over the past few years at Mythoverse lends itself to the huge opportunity that Metaverse offers. As part of this expansion, I am happy to bring on board Anshu as our CEO for the WEB3.0 and gaming business. I am confident that under her leadership we will open and explore new frontiers of immersive experiences that we hope to explore and exploit not only at Mythoverse Studios but for all the wonderful IP that we own and create at Phantom Studios and Cinergy Films.”
Patni said, “After having worked with content platforms, producers and artists across entertainment and gaming in the WEB2.0 space, I am looking forward to creating new experiences in the WEB3.0 space for Mythoverse and the immersive world of entertainment that we are building.”
With over 15 years of experience in the entertainment and content ecosystem, she brings with her a unique set of expertise across content, talent management and brand building. Anshu also hosts a podcast called QUESTIONS I WANTED TO ASK across various audio and video platforms. In her previous roles, Anshu has helmed CHNO Media and also as the business head at CAA Kwan.
Mythoverse Studios is focused on bringing immersive experiences across various mediums and platforms inspired by Indian Mythology. The company is currently producing two epics- Ramayana and Mahabharata which it said are expected to bring together some of the biggest names in the Indian film industry.
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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.
