iWorld
SonyLiv’s content mirroring contemporary trends key differentiator, says Uday Sodhi
MUMBAI: Lives today are a rigmarole of never-ending deadlines, household chores, family commitments and work life pressures. This cyclical orchestra of mounting pressures and waning pleasures leave an indelible impact on modern day relationships. With its focus on compelling storytelling that mirrors trends in our society, SonyLIV released its two latest short films – ‘Papa We Love You Too’ and ‘The Gift’ and had the celebrities participate in an engaging discussion on the subject – ‘Digital storytelling that mirrors relationship trends in contemporary Indian Society.’
In its endeavour to present great narratives coupled with exemplary performances and production values, SonyLIV is creating ripples in digital entertainment with the release of its short films. Starring actors Jimmy Shergill, Lekh Tandon, Gul Panag, Mandira Bedi and Kushal Punjabi both films are poised to resonate with the audiences and take them on a reflective entertainment journey.
The film ‘Papa We Love You Too’ revolves around the protagonist Vikas, portrayed by Jimmy Shergill, who is a 40-year old single parent. A workaholic, his life centers around his professional achievements and materialistic acquisitions, eventually weakening his bond with his 8-year old son. The shadow of this relationship is also reflected in the one that Vikas shares with his father, played by veteran director, writer and actor Lekh Tandon.
‘The Gift’, on the other hand, is an edge-of-the-seat thriller which describes the complexities of contemporary relationships, with actors Kushal Punjabi, Gul Panag and Mandira Bedi portraying powerful roles. The stylized narrative lays special emphasis on the visuals while the quick paced editing throws light on how the ruthlessness of modern life and our overarching desires make us commit incomprehensible acts.
SonyLIV EVP Uday Sodhi says: “The key differentiator of SonyLIV versus other digital players is our ability to constantly provide content that mirrors trends in society. In the category of short films alone, we have a library of more than 500 originals. Compelling story telling coupled with superior performances is a winning formula for creating lasting impressions. These films echo our sustained efforts at providing our audiences with original, unique and thought-provoking content that resonates long after its runtime is over.”
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.
