iWorld
Tata Play Binge adds hyperlocal content app STAGE
Mumbai: Making diverse content easily accessible, Tata Play Binge has added India’s first dialect-based OTT app, STAGE to its vast array of offerings. STAGE, is a Haryanvi and Rajasthani content-focused OTT app that will expose Tata Play Binge viewers to a plethora of entertainment formats like web series, movies, short films, standup comedy, poetry, folk art and much more.
Dedicated to safeguarding and amplifying India’s diverse and rich cultural heritage inherent in regional dialects, the hyperlocal entertainment platform STAGE, celebrates artists and embraces diverse regional dialects. It is home to top web series and movies from Haryana and Rajasthan like Dada Lakhmi, Mewat, Akhada, College Kaand, Group D, Safe House, Chaudhar, Opri Paraai, 12vi Aala Pyaar, Doojvar, Bhaichara, Prem Nagar, Mayajaal, Punarjanam, Dahleez, Mere Yaar ki Shaadi, Sarpanch, Muklawo, Aata Saata, Mautana, Bindori, Pariksha, Karj Ro Ghunghat, Maayro, Ghunghat, Vakeel Sahiba, Beend Banugo Ghodi Chadhungo, and many more.
Commenting on the new partnership, Tata Play’s chief commercial and content officer, Pallavi Puri, said, “Tata Play Binge allows access to content in 13+ languages across 25+ apps. With STAGE, we are adding more entertainment choices for our audiences in Haryana and Rajasthan. With each new partner addition, our goal is to make Tata Play Binge a go-to choice for genre based content discovery instead of browsing by various apps, thereby making the viewing experience worthwhile for our subscribers.”
Talking about this partnership, STAGE co-founder and CEO Vinay Singhal said “Dialects in India are as diverse as they are vibrant, changing every 8 kilometers. Until now, individuals have primarily had access to Hindi content, missing out on the essence of cultural values embedded within regional languages. At STAGE, our mission is to create content that resonates with the aspirations of Bharat, allowing individuals to embrace and celebrate their unique culture and dialect.
Our partnership with TATA PLAY BINGE marks an exciting opportunity to extend this mission to a wider audience. The tagline ‘Kyonki Boli Mein Apnapan Hai’ encapsulates our belief that there’s a sense of familiarity and belonging in one’s own dialect. This collaboration empowers us to introduce our library of over 300+ original films and series, spanning various genres, to a broader set of viewers, enabling them to connect deeply with the richness of Haryanvi and Rajasthani dialects.”
STAGE will join other popular OTT platforms on Tata Play Binge like Disney+ Hotstar, Apple TV+, ZEE5, Fuse+, Hallmark, MX Player, Lionsgate Play, Aha, VROTT, Sun NXT, ReelDrama, Chaupal, Namma Flix, Planet Marathi, manoramaMAX, iStream, Tarang Plus, Hungama Play, FanCode, ShemarooMe, Curiosity Stream, EPIC ON, Travelxp, DocuBay, ShortsTV, Playflix, KliKK along with Gaming. Content from all these platforms is available to the viewers of Tata Play Binge through a single subscription and a single user interface. Additionally, Netflix can be availed as a combo pack with DTH channels for all Tata Play DTH subscribers whereas Amazon Prime Video content can be accessed as an ad-on by all Tata Play Binge subscribers, who also have the DTH connection. Viewers can enjoy all 25 plus apps on large-screen connected devices through Tata Play Binge+ Android Set Top Box, Tata Play edition of the Amazon FireTV Stick and www.TataplayBinge.com.
MUMBAI: If cricket were a binge-worthy series, this one just dropped its most explosive pilot yet. The opening weekend of the 2026 edition of the Indian Premier League has come out swinging, smashing records across both television and digital platforms and reaffirming the tournament’s unmatched pull in India’s sporting and media landscape.
Backed by two high-octane matches featuring 200-plus run chases, the tournament delivered a combined reach of over 515 million viewers across linear TV and digital platforms via JioStar’s broadcast ecosystem, including Star Sports and JioHotstar. More tellingly, engagement surged alongside reach, with total watch-time hitting 32.6 billion minutes, a sharp 26 per cent jump over the opening weekend of the previous season.
The numbers reveal a deeper shift in how India watches cricket. Connected TV (CTV) consumption rose by 30 per cent, while peak concurrency on digital platforms jumped 61 per cent, signalling a growing appetite for shared, big-screen streaming experiences. On traditional television, the momentum held strong, with TV ratings (TVR) climbing 24 per cent compared to earlier seasons’ opening matches.
A key driver of this spike has been the evolution of the viewing experience itself. This season introduced differentiated feeds, most notably a Hindi CTV broadcast featuring cricketing voices such as Ravichandran Ashwin, Suresh Raina, Harbhajan Singh, Virender Sehwag and Irfan Pathan. Blending expert analysis with a watch-along format, the feed has added a conversational, almost second-screen feel without requiring viewers to leave their screens.
According to JioStar CEO for Sports Ishan Chatterjee, at the opening weekend underscores not just scale but also the depth of engagement that live cricket continues to command. He noted that the combination of large-screen viewing and digital interactivity is creating a more immersive and personalised experience, while also delivering tangible outcomes for brand partners.
From the league’s perspective, the early numbers point to a tournament that continues to reinvent itself. Arun Singh Dhumal, Chairman of the IPL, said the strong start reflects how high-quality cricket paired with enhanced viewing formats is resonating with audiences nationwide, while Board of Control for Cricket in India secretary Devajit Saikia highlighted the “quality of engagement” as a key takeaway, not just the scale.
Commercially too, the opening weekend signals robust advertiser confidence. The broadcast is led by co-presenting sponsors including Google (Search AI Mode), Campa Energy, and Havells & Lloyd, alongside co-powered partners such as Birla Opus, Hero Motocorp and Amazon. A long tail of associate sponsors from OpenAI and Asian Paints to Flipkart and Amul further reflects the league’s unmatched ability to aggregate advertiser interest at scale.
Taken together, the opening weekend numbers are less a spike and more a statement. With 515 million viewers, 32.6 billion minutes of watch-time, and double-digit growth across formats, IPL 2026 has not just started strong, it has set the tone for a season that looks poised to push the boundaries of both sport and spectacle.
