iWorld
Shreyas Talpade’s new OTT platform Nine Rãsã is here
KOLKATA: Another OTT platform enters the booming ecosystem with actor-producer Shreyas Talpade’s video streaming service Nine Rãsã. The new streamer stands out on the back of its content dedicated to different performing arts and theatre.
Nine Rãsã offers content in multiple variations including plays, skits, storytelling, stand-up across genres. The platform is available in multiple languages, including Hindi, Marathi, Gujarati and English, and plans to regularly introduce other languages to match the preferences of every audience set.
It already has 100+ hours of pre-created original content, exclusively for Nine Rãsã, which is ready to go live in a phase-wise manner. The team is also already geared up to initiate filming for an additional 120 hours of content.
The name Nine Rãsã is inspired from Nav Ras, which means nine emotions. As human lives revolve around these emotions, Talpade thought to name the platform in sync with those emotions. Moreover, he also wanted to give an Indian touch to the name with a global appeal, according to reports.
The idea stemmed from the will to help theatre artists and technicians when theatres were shut. The content curation started during lockdown itself, the actor said.
“Theatre is one of the oldest and purest forms of entertainment. Amidst our busy lives and newer entertainment options available, theatre has taken a back-seat over the years, and that kept bothering me. In order to bring theatre back with a similar vigour and excitement, this time was the most suitable. Through Nine Rãsã, we got an opportunity to not only enrich the lives of our audience through superior, original content but also collaborate with the entire theatre community at large,” Talpade detailed.
The platform will work under the subscription model at Rs 59 per month and Rs 599 per year. The associated cost is only for its premium plays while the remaining content can be availed free of cost.
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.
