iWorld
Prime Video launches a new accessibility feature
MUMBAI: Prime Video is rolling out a new accessibility feature called Dialogue Boost, which has initially launched on select Amazon Originals worldwide. Dialogue Boost lets you increase the volume of dialogue relative to background music and effects, creating a more comfortable and accessible viewing experience that cannot be found on any other global streaming service.
While Dialogue Boost was built with the needs of customers who are hard of hearing in mind, anyone can use the feature to suit their personal listening preferences.
“At Prime Video, we are committed to building an inclusive, equitable, and enjoyable streaming experience for all our customers,” said Prime Video VP of technology and Amazon Studios Raf Soltanovich. “Our library of captioned and audio described content continues to grow, and by leveraging our technological capabilities to create industry-first innovations like Dialogue Boost, we are taking another step to create a more accessible streaming experience.”
This new feature that allows customers to self-select their preferred dialogue volume is the latest addition to Prime, where members in India enjoy savings, convenience, and entertainment, all in a single membership.
How Dialogue Boost works
Dialogue Boost analyzes the original audio in a movie or series and intelligently identifies points where dialogue may be hard to hear above background music and effects. Then, speech patterns are isolated and audio is enhanced to make the dialogue clearer. This AI-based approach delivers a targeted enhancement to portions of spoken dialogue, instead of a general amplification at the center channel in a home theater system. As a result, Dialogue Boost can be enjoyed anywhere the Prime Video experience is available.
How to find Dialogue Boost
During playback, customers can view and choose which level of Dialogue Boost they would like to use via the audio and subtitles drop down menu. The audio tracks are labeled “English Dialogue Boost: Medium” and “English Dialogue Boost: High.”
The detail page for a title will indicate whether Dialogue Boost is available.
Dialogue Boost availability
Dialogue Boost is available across all devices that support the Prime Video experience and offers a capability that was previously only available to customers with high-end theater systems, specialized audio equipment, or select smart TVs.
Customers can now access Dialogue Boost on select Amazon Originals including “Tom Clancy’s Jack Ryan,” “The Marvelous Mrs. Maisel,” and Harlem, as well as movies including The Big Sick, Beautiful Boy, and Being the Ricardos. The feature will become available on additional titles this year.
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.
