iWorld
SonyLIV refreshes its brand identity ‘LIV to Entertain’
MUMBAI: SonyLIV has yet again proved its status as a pioneer of innovation in its industry by unveiling a refreshed brand identity.
The renewed brand ethos “We LIV to Entertain” promises to make SonyLIV the ultimate destination for rich entertainment across genres, screen types and audience preferences. With its new positioning, the brand underlines its commitment to fulfilling the most basic and pressing of human needs – that for robust, high-quality entertainment.
To complement its brand ethos, SonyLIV has also rolled out a new logo which encompasses a full spectrum of colours with a young, energetic and self-effacing approach. The logo itself represents the brand’s reinvigorated emphasis on filling the lives of viewers with vivid entertainment that covers the key aspects of variety, depth, novelty, relevance and popularity.
In order to create top-of-the-mind recall, SonyLIV has also launched a highly riveting brand film which has been shot in Romania, the birthplace of the immortal circus – the genesis of interactive entertainment. At the heart of the film is the figure of the eternal entertainer, the clown and the message is driven home with the refrain Kamaal dikhaana, Kamaal ka kaam hai (It’s no mean feat to keep everyone entertained). Through the film, SonyLIV has positioned itself as the theatre of emotions which has the ability to amplify every feeling and thought of the viewer with engaging and evocative content.
Link to the brand film: http://www.sonyliv.com/details/promos/5237443992001/Sony-LIV—We-LIV-To-Entertain
Sony LIV digital business EVP and business head Uday Sodhi said, “For the last four years, SonyLIV has enjoyed a pioneering and undisputed leadership position in India’s digital entertainment industry. As OTT content becomes more ubiquitous, it is time for us to renew our brand focus and differentiate ourselves on the key facets our viewers identify us by; that of providing them rich, stimulating and thought-provoking entertainment.”
“We pioneered the concept of original web-series in the country and have also been instrumental in bringing audiences closer to the most popular sporting action from across the world. We decided to, therefore, re-energise our brand identity in conjunction with these USPs and clearly establish SonyLIV as the ultimate provider of entertainment, irrespective of screen, genre or audience segment. Our new positioning, ‘We LIV to Entertain’ is sure to connect with one and all.”
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.
