iWorld
Shruti Sinha reflects on her role in Amazon miniTV’s Campus Beats
Mumbai: Amazon miniTV – Amazon’s free video streaming service recently premiered the teen drama ‘Campus Beats’. The dance drama captures the joys, struggles, and passion, friendship, love, and immense competition among the student factions. The fascinating series follows a group of students from a dance academy, Mumbai University of Movement and Dance, also known as the University of M.A.D. The show features Shantanu Maheshwari, Shruti Sinha, Sahaj Chahal, Tanvi Gadkari, Harsh Dingwanii, Tanya Bhushan, Dhanshree Yadav, Teriya Magar, Adnan Khan, and Rohan Pal in pivotal roles.
Shruti Sinha essays the role of Netra, who is bold yet has a mystery surrounding her, which she conceals from her batchmates. She gets admitted to the dance academy through a welfare program and is labelled as the ‘Backgrounder a.k.a. BG’. Netra secretly keeps on giving inspector Shinde information, but when she learns about the system’s conflict surrounding quotas versus non-quota matters, she decides to confront it and fight back.
Talking about her first reaction after grasping the role of Netra for Campus Beats, Shruti shared, “Honestly, when I got the call, I double-checked, asking, “Are you sure this is happening?” because the audition process took a month and I wasn’t sure whether I was going to get the part. I was so excited that I ran over to my mom and we had a great time celebrating.”
Talking about her character Netra, she added, “What I admire about Netra is that she is the polar opposite of who I am in real life. She is very gutsy, I am also gutsy but not like her. One thing I adore about Netra is that she will go to any length for the people she loves, which I think I relate to greatly. Netra cannot stand injustice, and she is also unafraid of the consequences.”
Campus Beats is streaming exclusively on Amazon miniTV, which you can watch for free on the Amazon shopping app and on Fire TV. You can now also download the Amazon miniTV app on Playstore.
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.
