iWorld
Sony’s Indian Idol season 7 to be aired live on dittoTV
MUMBAI: dittoTV subscribers have one more reason to celebrate Christmas with some entertainment. Indian Idol, one of India’s singing reality shows, is back and fans of the show will be able to catch the latest season 7 live on Sony Entertainment Television available on dittoTV from 24 December every Saturday and Sunday at 8 pm.
This latest season will be judged by Indian Idol’s original panel of judges – Anu Malik, Sonu Nigam and Farah Khan, who will be making a comeback on the show after 12 years.
“Indian Idol is one of India’s oldest and most loved musical reality shows, with a huge fan following. As a weekend show, many people could be missing out on the live airing since they may be out or just don’t have easy access to a television set. dittoTV now makes it possible for them to conveniently watch Indian Idol as it airs, anywhere on any internet-enabled device. And at a very affordable price point,” said Z5 Business head of digital Archana Anand.
With its large bouquet of channels, dittoTV enables its on-the-go audiences to stay connected to their favourite shows across channels such as The Voice India, which launched its second season earlier this month on &TV, and now Indian Idol on Sony.
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.
