iWorld
Sony India rejigs top leadership at Sony LIV, SET
MUMBAI: Sony LIV, the digital business arm of Sony Pictures Networks (SPN), the media conglomerate that manages 29 TV Channels in India, today announced big changes in its top leadership.
Ashish Golwalkar who has led the content portfolio for SET and has played a pivotal role in the success of its tent pole properties and the creation of two new non-fiction formats, has been given additional responsibility of Sony LIV. Effective immediately, he will manage content for both SET and SonyLIV as Head – Content, SET & Digital Business.
Aman Srivastava, who has played an important role in the rebranding and positioning of SET will move to Sony LIV as Head – Marketing, Digital Business.
Amogh Dusad as Head – Programming and New Initiatives, Digital Business will handle Strategic Planning, Operations, Viewership Management and Analytics for Sony LIV.
As the digital business of SPN gears up for transformation, its agenda will be led by some of India’s finest entertainment minds, under the leadership of Danish Khan, the company said in a statement.
Besides, Amit Raisinghani has been elevated to Head – Business Planning and Communications, SET. In this new role, reporting to Danish Khan, Amit will be responsible for Marketing, On Air Promotions and the Communications portfolio along with Programming Strategy, Insights and Operations.
Sony Pictures Networks India (SPN), is an indirect wholly owned subsidiary of Sony Corporation, Japan. SPN has several channels including Sony Entertainment Television (SET), one of India's leading Hindi general entertainment television channels; MAX, Sony Six, Sony Ten, among others.
iWorld
Micro-Dramas Surge in India, Redefining Mobile Content Habits
Meta-Ormax study maps rapid rise of short-form storytelling among 18–44 audiences.
MUMBAI: Micro-dramas aren’t just short, they’re the snack that ate Indian entertainment, and now everyone’s bingeing between the sofa cushions. Meta, in partnership with Ormax Media, has released ‘Micro Dramas: The India Story’, a comprehensive study unveiled at the inaugural Meta Marketing Summit: Micro-Drama Edition. The report maps how the vertical, bite-sized format is reshaping content consumption for mobile-first audiences aged 18–44 across 14 states.
Conducted between November 2025 and January 2026 through 50 in-depth interviews and 2,000 personal surveys, the research reveals that 65 per cent of viewers discovered micro-dramas within the last year proof of explosive adoption. Nearly 89 per cent encounter the format through social feeds and recommendations, making algorithm-driven discovery the primary engine rather than active search.
Key viewing patterns show a median of 3.5 hours per week (about 30 minutes daily) spread across 7–8 short sessions. Consumption peaks between 8 pm and midnight, with additional spikes during commutes and work breaks classic “in-between moments” that the format fills perfectly. Around 57 per cent of viewing happens in ambient mode (while doing something else), and 90 per cent is solo, enabling more intimate, personal storytelling.
Romance, family drama and comedy lead genre preferences. Audiences show growing openness to AI-generated content, 47 per cent find it unique and creative, while only 6 per cent say they would avoid it entirely. Regional languages are surging after Hindi and English, Tamil, Telugu and Kannada dominate consumption.
Meta, director, media & entertainment (India) Shweta Bajpai said, “Micro-drama isn’t a passing trend, it’s rewriting the rules of Indian entertainment. In under a year, an entirely new category of platforms has emerged, built audience habits from scratch, and created a business vertical that is scaling fast.”
Ormax Media founder-CEO Shailesh Kapoor added, “Micro-dramas are beginning to show the early signs of becoming a distinct content category in India’s digital entertainment landscape. When a format aligns closely with how audiences naturally engage with their devices, it has the potential to scale very quickly.”
The study proposes ecosystem-wide responsibility, universal signposting of commercial intent, shared accountability among advertisers, platforms, creators, schools and parents, built-in safeguards, and formal media literacy in schools.
In a feed that never sleeps and a day that never stops, micro-dramas have slipped into the cracks of every spare minute turning 30-second stories into the new national pastime, one vertical swipe at a time.
