iWorld
Short and sweet, One Take Media launches Vertigo TV for micro-dramas
MUMBAI: Two minutes to drama, sixty to closure storytelling just got a major speed boost. Mumbai-based One Take Media has taken a bold leap into India’s streaming wars with the launch of Vertigo TV App, a first-of-its-kind platform dedicated to vertical, short-form dramas. The app introduces Indian audiences to a global bingeing trend micro-dramas that wrap up entire story arcs in 40 to 60 episodes, with each instalment lasting barely two minutes.
In an era where Gen Z and millennials live by the swipe, Vertigo TV is built for the thumb and not the remote. It’s mobile-first, snackable, and designed for those who want their narratives as fast-paced as their feeds.
“Vertigo TV App isn’t just a platform; it’s a movement redefining storytelling,” said One Take Media Founder & CEO Anil Khera. “Today’s viewers want rich narratives—and they want them fast. We’re bringing gripping Korean, Chinese and international micro-dramas to India in a way that feels fresh, addictive and mobile-native.”
Micro-dramas, sometimes called mini-dramas or vertical dramas have exploded in Asia. By 2024, short-form videos made up over 60 per cent of all video consumption among 18–34-year-olds in Asia-Pacific, according to industry reports. In China alone, the micro-drama market was worth 5.3 billion dollars in 2023, growing at an impressive 18 per cent CAGR.
Vertigo TV aims to replicate that boom in India with its SVOD model priced at Rs 499 per year, available on both Android and iOS.
Why it clicks
● Hook in 10 seconds: Every drama is crafted to capture attention instantly.
● Mobile-optimised vertical format: Designed for on-the-go, one-hand viewing.
● Global stories, local touch: Content spans Korean, Chinese, Japanese, Spanish, Hindi, and English originals, complete with subtitles.
● Binge without guilt: An entire show can be polished off during a commute, lunch break, or workout.
● High replay value: Short arcs make rewatching and sharing irresistible.
India’s OTT space has long been dominated by long-format web series and films. Vertigo TV flips the script by going short, vertical and international. With storytelling now tailored to India’s growing smartphone-first population, it offers a fresh alternative to the clutter of big-screen bingeing.
For viewers tired of endless episodes, cliffhangers that drag for months, or padded narratives, Vertigo TV offers a micro-dose of high-stakes drama with cinematic quality. It may well spark India’s own micro-drama revolution.
As Khera summed it up: “This is entertainment reimagined for the attention economy quick, powerful, and always within reach.
iWorld
Prime Video bets big on India with global originals, films and franchise expansion
Execs highlight scale, travelability and new IP bets as India anchors global strategy
MUMBAI: At Prime Video Presents 2026, the message was clear and confident. India is not just part of the plan, it is central to it.
In a lively fireside chat hosted by filmmaker Karan Johar, Kelly Day, vice president of prime video and amazon mgm studios international, Nicole Clemens, vice president of international originals, and Gaurav Gandhi, vice president for Apac and Anz, laid out an ambitious roadmap. Think bigger stories, wider reach and a sharper focus on building franchises that travel.
Kelly Day, a regular visitor to India, set the tone early. Calling the country “one of the most important markets globally”, she pointed to the sheer scale and diversity of audiences as a driving force behind Prime Video’s growth. Indian Originals, she said, are not just local hits but global engines powering subscriptions and engagement.
That global appeal is already visible. According to Clemens, around 25 percent of viewership for Indian content now comes from outside the country. Shows rooted deeply in local culture are finding fans worldwide, proving that specificity, when paired with universal themes, travels well. From gritty dramas to sharp thrillers, Indian storytelling is increasingly crossing borders with ease.
Clemens, who joined recently to lead international originals, was particularly upbeat about India’s creative range. She highlighted a growing slate of over 100 shows in development and production, with more than 60 percent returning for multiple seasons. For her, the formula is simple. Authentic stories, told well, resonate everywhere.
Adding to the buzz, she teased new and returning titles, alongside a fresh superhero universe, the Kalyug Warriors. It signals a push into new genres while doubling down on familiar fan favourites.
If content is king, distribution is the clever courtier. Day outlined Prime Video’s layered business model in India, which blends subscription, rentals, add on channels and ad supported viewing through Amazon MX Player. The idea is straightforward. Give viewers choice, whether they want premium, free or pay per view.
India, she noted, has also become a testing ground for innovation. Tiered pricing, mobile only plans and language diversity have all been sharpened here before being exported to other markets. In many ways, the India playbook is now influencing global strategy.
For Gaurav Gandhi, the next chapter is about scale with intent. He outlined four priorities. Making Prime Video more accessible, pushing Indian content globally, building stronger franchises and supercharging the films business.
On films, the platform is moving beyond licensing into co productions and now theatrical releases in partnership with amazon mgm studios. These films will eventually stream on Prime Video, creating a full circle from cinema halls to living rooms across 240 countries.
Franchise building remains another key pillar. With hits like The Family Man, Mirzapur and Panchayat already enjoying multi season success, the focus is now on creating the next wave of enduring IP. Newer titles are already lining up for second seasons, signalling a steady pipeline.
What stood out through the conversation was a shared belief. Streaming in India is still in its early innings, and the runway is long. With a mix of local flavour and global ambition, Prime Video is betting that stories from India will not just stay at home, but travel far and wide.
Or as the executives seemed to suggest, the world is watching and India has plenty more to show.
