iWorld
Nexgtv acquires Sooperfly parenting shows’ international digital telecast rights
MUMBAI: Nexgtv has acquired the international digital telecast rights to the immensely popular parenting TV series, ‘The Tara Sharma Show’. The move enables new and existing nexGTv users to view content that focuses on childcare, family-centric topics and women’s & children’s issues, spread across 13 episodes each from Season 1 and 2 of the show. This unique and differentiated content is produced by digital creation agency Sooperfly, which is joint venture between Digaonal View and 120 Media Collective, South Asia’s leading content production and distribution firm.
Nexgtv COO Abhesh Verma commented, “At nexGTv, our aim is to offer consumers compelling entertainment with complete ease and convenience. Our acquisition of the digital telecast rights of ‘The Tara Sharma Show’ further strengthen our commitment to consistently get relevant content serving to the need of our customers beyond just entertainment and will enable our viewers to access inspirational stories and healthy discussions aimed at helping viewers to learn tips and tricks to good parenting. Indian viewers, both in India and abroad, can look forward to experiencing informative entertainment on our platform through their laptops, phones and tablets.”
Users at nexGTv can avail of entertainment solutions through captivating videos that run seamlessly across 2G, EDGE, 3G, 4G and Wi-Fi networks, and across Android, iOS, BlackBerry and Tizen devices. The Tara Sharma Show and other featured content by Sooperfly is made available as a part of the paid packages at nexGTv, and can be accessed be either through www.nexgtv.com or through the nexGTv mobile app.
iWorld
Micro-Dramas Surge in India, Redefining Mobile Content Habits
Meta-Ormax study maps rapid rise of short-form storytelling among 18–44 audiences.
MUMBAI: Micro-dramas aren’t just short, they’re the snack that ate Indian entertainment, and now everyone’s bingeing between the sofa cushions. Meta, in partnership with Ormax Media, has released ‘Micro Dramas: The India Story’, a comprehensive study unveiled at the inaugural Meta Marketing Summit: Micro-Drama Edition. The report maps how the vertical, bite-sized format is reshaping content consumption for mobile-first audiences aged 18–44 across 14 states.
Conducted between November 2025 and January 2026 through 50 in-depth interviews and 2,000 personal surveys, the research reveals that 65 per cent of viewers discovered micro-dramas within the last year proof of explosive adoption. Nearly 89 per cent encounter the format through social feeds and recommendations, making algorithm-driven discovery the primary engine rather than active search.
Key viewing patterns show a median of 3.5 hours per week (about 30 minutes daily) spread across 7–8 short sessions. Consumption peaks between 8 pm and midnight, with additional spikes during commutes and work breaks classic “in-between moments” that the format fills perfectly. Around 57 per cent of viewing happens in ambient mode (while doing something else), and 90 per cent is solo, enabling more intimate, personal storytelling.
Romance, family drama and comedy lead genre preferences. Audiences show growing openness to AI-generated content, 47 per cent find it unique and creative, while only 6 per cent say they would avoid it entirely. Regional languages are surging after Hindi and English, Tamil, Telugu and Kannada dominate consumption.
Meta, director, media & entertainment (India) Shweta Bajpai said, “Micro-drama isn’t a passing trend, it’s rewriting the rules of Indian entertainment. In under a year, an entirely new category of platforms has emerged, built audience habits from scratch, and created a business vertical that is scaling fast.”
Ormax Media founder-CEO Shailesh Kapoor added, “Micro-dramas are beginning to show the early signs of becoming a distinct content category in India’s digital entertainment landscape. When a format aligns closely with how audiences naturally engage with their devices, it has the potential to scale very quickly.”
The study proposes ecosystem-wide responsibility, universal signposting of commercial intent, shared accountability among advertisers, platforms, creators, schools and parents, built-in safeguards, and formal media literacy in schools.
In a feed that never sleeps and a day that never stops, micro-dramas have slipped into the cracks of every spare minute turning 30-second stories into the new national pastime, one vertical swipe at a time.
