iWorld
Prime Focus Technologies signs deal with HOOQ
MUMBAI: Prime Focus Technologies (PFT), a subsidiary of Prime Focus, has inked a deal with Asian over-the-top (OTT) player HOOQ, which recently launched in the Indian market.
With this, PFT’s CLEAR Operations Cloud will help package and deliver content on HOOQ.
HOOQ will deliver both Hollywood films and television series, as well as popular local movies and programs to customers anytime, anywhere by enabling them to stream and download the shows on their device or platform of choice. HOOQ, which is the OTT service from Singtel, Sony Pictures Television and Warner Bros. Entertainment, is being rolled out in Asian markets like India, Indonesia, the Philippines and Thailand, from the first quarter of 2015.
The biggest challenge for any OTT platform is speed of delivery as content exists in different formats, varied quality standards, no subtitles, dubs, edits etc. Piecing this puzzle quickly for consumption requires technology. That’s the advantage of PFT’s CLEAR, Hybrid Cloud-enabled Media ERP Suite. As part of the deal, CLEAR Operations Cloud will manage key workflows including content processing and packaging. The solution initially includes managing over 20,000 hours of Indian and Hollywood content for HOOQ.
“Prime Focus Technologies is thrilled to be a part of a transformative OTT solution in Asia. Consumer behavior is changing rapidly and HOOQ will surely have the first mover advantage in the Asian market. Our ‘Digital Next’ offering, Operations Cloud is uniquely placed to match scale, complexity and disruptive vision of HOOQ to securely present premium global and local content to a billion Asian viewers anytime, anywhere,” said PFT founder and CEO Ramki Sankaranarayanan.
“Prime Focus Technologies is a known name in innovative Cloud solutions especially in the Asian market. Their experience and technology prowess will add huge value in managing project of this scale and size,” added HOOQ CEO Peter G. Bithos.
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.
