iWorld
nexGTv bags global digital rights of Odia GEC MBC TV
MUMBAI: nexGTv, India’s largest subscription-led video entertainment app, has acquired the worldwide digital rights to MBC TV, an Odia General Entertainment Channel. The move is a part of nexGTv’s long-term strategic partnership with SelectNext Digital, and underlines its commitment to curate and deliver the best regional entertainment content to its users across the globe.
SelectNext Digital Media is an emerging digital content aggregation and syndication company. It started operations in 2016 and, within a short span of time, has acquired exclusive rights for more than 17k audio songs and 5k videos across various genres. SelectNext Digital has a huge content repository of Indian as well as International content which targets young audiences.
Speaking on the announcement, nexGTv, COO Abhesh Verma said, “nexGTv, today, has firmly established its position as one of the leading players in the Indian OTT video/mobile TV industry. This leadership position has been achieved due to our focus on enabling the most relevant entertainment solutions for our users. We are delighted to add MBC TV to our platform, and are confident that Odia-speaking users around the world will appreciate the greater selection diversity available to them as a result of the addition.”
MBC TV will be made available as a part of the paid packages on nexGTv, and can be viewed seamlessly on its web and mobile platforms. The content can either be accessed through www.nexgtv.com, or through the nexGTv mobile app which is available on both Android and iOS platforms.
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.
