iWorld
Stage is set for ‘OTT Advertising and Connected TV Summit’
New Delhi: The streaming platforms have taken the world by storm, opening up vast avenues for advertisers and brands to connect with viewers through digital means. The business is now no longer limited to traditional media channels but has expanded to the vast universe of OTT platforms.
However, this evolution has come with its own challenges. Unlike the age-old relationship that advertisers share with traditional media, OTTs face the challenge of forging new publisher-agency-brand partnerships. So, what is the scope of OTT advertising? How is it growing? What strategies need to be adopted so that a greater share of the pie can move towards OTT?
All these questions will take centre stage at the ‘OTT Advertising and Connected TV Summit 2021’ being organised by Indiantelevision.com on 7 & 8 October, 2.30 pm onwards. The two-day event is co-powered by Mediasmart, an Affle company, and summit partner – The Q, and will witness stakeholders from across the industry engaging in insightful discussions on the dynamics of OTT and CTV advertising.
The event will explore concerns around data privacy, and the metrics that advertisers can use to select the OTT platforms. It will also look at the reach of connected TV in India and how fast it is growing. The panelists will also deliberate upon the advertisers’ perception of the medium. There will be presentations from advertisers and agencies as well on how successfully they used OTT and CTV solutions effectively.
One of the biggest virtual events of digital publishers, it will be attended by representatives from Patanjali Ayurved, The Q, Mediasmart, Airtel, Samsung Ads, Pyxis One, The Q, UPSTOX, NXTDigital, ALTBalaji, MX Player, Omnicom Media Group, Madison, Affle, Adobe, Ernst and Young, Essence, Social Beat, Kurate Digital Consulting, Shemaroo Entertainment and many more noted persons from the industry.
For more information: https://indiantelevision.com/events/oact-summit-2021/
To watch LIVE: https://www.youtube.com/channel/UCHHZMAXmHG0hkUgjzof0qzQ
iWorld
JioHotstar enters micro-drama space with 100 shows under Tadka banner
Short-form push targets 300M users as content meets commerce in new format
MUMBAI: JioStar has made a bold play in India’s fast-growing micro-drama space, rolling out over 100 short-form shows under its new Tadka banner on JioHotstar, timed with the massive viewership surge of the Indian Premier League 2026.
The scale of the launch signals clear intent. Rather than testing the waters, the company has dived in headfirst, releasing a wide slate of content on day one. Each show is designed for quick consumption, with episodes running 60 to 90 seconds in a vertical format tailored for mobile-first audiences.
The move comes as India’s micro-drama market, currently valued at around $300 million, is projected to grow tenfold to over $3 billion by 2030. Globally, the format has already proven its mettle, with China’s micro-drama sector recording explosive growth in recent years.
What sets this rollout apart is its built-in monetisation strategy. The shows are free to watch and ad-supported, with brand integrations woven directly into storylines from the outset. It reflects a broader shift where content and commerce are increasingly intertwined, rather than operating in silos.
The timing is equally strategic. With more than 300 million users already tuning in for IPL action, JioHotstar is effectively turning cricket’s biggest stage into a discovery engine for its new format.
The company is not entering an empty arena. Early movers like Kuku TV, MX Player and platforms backed by Zee Entertainment Enterprises have already laid the groundwork, building audiences and validating demand for snackable storytelling.
Now, with scale, distribution and advertiser interest aligning, the big players are stepping in. For JioStar, Tadka may well serve as a proving ground for the next evolution of digital entertainment, where every minute counts and every second sells.
If the bet pays off, India’s next big content wave might just arrive in under 90 seconds.
