iWorld
Tata Play Binge adds manoraramaMAX, Koode and Tarang Plus to its growing bouquet of offerings
Mumbai: Tata Play Binge on Thursday announced the addition of three new regional OTT platforms—manoramaMAX, Koode, and Tarang Plus—to its bouquet of offerings.
The newly added platforms, manoramaMAX, Koode, and Tarang Plus, will bring stories from the regions of Kerala and Odisha, respectively, to all subscribers of Tata Play Binge.
manoramaMAX, Koode and Tarang Plus join the band of 19 other popular OTT platforms on Binge like Disney+ Hotstar, ZEE5, MX Player, SonyLIV, ReelDrama, Voot Select, hoichoi, Planet Marathi, NammaFlix, Chaupal, SunNxt, Hungama Play, Eros Now, ShemarooMe, Voot Kids, Curiosity Stream, EPIC ON, and DocuBay. Content from all these platforms is available to viewers of Tata Play Binge through a single subscription and a single user interface. Netflix and Amazon Prime Video plans are available for Tata Play DTH subscribers.
In addition to these apps, free gaming is also available on Tata Play Binge as another point of engagement.
Commenting on the addition of the new partner apps, Tata Play chief commercial and content officer Pallavi Puri, said, “Regional content has been gaining national prominence, and one of the factors contributing to its growth has been the rise of content consumption through OTT platforms. We are glad to have partnered with manoramaMAX, Koode and Tarang Plus to make Malayali and Odia content more mainstream. We’ll continue to add variety content and apps on Tata Play Binge as the year progresses.”
The entire package of 22 apps and games is available to viewers for Rs 299 per month.
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.
