iWorld
Red FM brings ‘South Side Story – Kutty Edition’ to Mumbai
Mumbai: 93.5 Red FM has announced the ‘Kutty’ edition of South Side Story in Mumbai, taking place on 14 December 2024, at NESCO Center, Goregaon. Following the huge success of the two-day festival in Delhi, this edition will bring a more intimate South Indian experience to Mumbai, showcasing the best of South Indian music, culture, and food. The lineup features Vedan, Pal Dabba, Sooraj Santhosh, Yung Raja, Dopeadelicz, Baby Jean, and headliner Agam, all making their debut at South Side Story with unique musical styles.
The festival promises a full cultural experience, with attendees treated to a traditional Sadhya feast and a variety of South Indian delicacies, along with a curated selection of drinks and cocktails. Immersive South Indian experiences will further capture the essence of the south, offering festival-goers a rich blend of flavors and traditions right in the heart of Mumbai.
Red FM & Magic FM COO and director Nisha Narayanan said, “In a sea of larger-than-life concerts, this is our humble effort to bring South Side Story to Mumbai in a unique, bite-sized format. As a Kutty edition, it continues to be packed with several flavors of the South. The festival brings both cultural evangelism and Indie music space on one stage and we continue to support it in whichever way we can. For this edition, we are focused on bringing an eclectic mix of hip-hop/rap, folk fusion, and progressive rock. We are supremely excited to bring six debuts to this year’s edition, headlined by our South Side Story lucky charm – Agam the band. This festival is for those who seek out something special and niche. And as always, we look forward to hosting you all.”
Book your tickets here: https://bit.ly/3AgrhJC
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.
