iWorld
Sony LIV’s divyang special spotlights unique visionaries
MUMBAI : Sony LIV is pushing boundaries with Gateway to Shark Tank – divyang special, a unique edition of Shark Tank India that champions innovation and entrepreneurship among specially abled individuals and those striving to empower them. This special episode isn’t just about business—it’s about breaking barriers, creating opportunities, and celebrating the bold ideas that drive inclusive progress.
This special initiative highlights groundbreaking ideas and inclusive solutions, with the backing of Adani Airports director Jeet Adani who also oversees the Adani group’s defence, petrochemicals, and copper businesses while spearheading the group’s digital transformation.
Entries for Gateway to Shark Tank – divyang special are open until 15 February 2025, after which shortlisted pitches will be featured in an exclusive episode. Through this initiative, Shark Tank India and Jeet Adani aim to mentor and support entrepreneurs driving disability-inclusive innovation, promoting accessibility and progress.
Commenting on the initiative, Sony LIV head of ad sales revenue Ranjana Mangla, stated: “Shark Tank India has always been a platform for aspiring entrepreneurs. We are committed to inclusivity, supporting specially abled entrepreneurs and businesses catering to their empowerment. It is heartening to see established leaders like Jeet Adani supporting this cause, amplifying its impact and reach.”
Adani Airports director Jeet Adani, added: “There is immense potential to create disruptive solutions in this space. We need more passionate innovators addressing the challenges faced by specially abled individuals. I am excited to partner with Shark Tank India to support entrepreneurs and drive meaningful change.”
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.
