iWorld
#ThankYouSachin trends on Twitter for over a week
MUMBAI: He is not called the living legend for no reason. As Sachin Ramesh Tendulkar bid adieu to international cricket, there was frenzy on the social media sites. Good wishes started pouring in for the cricketer from all quarters on Twitter.
#ThankYouSachin trended for over a week on Twitter.
According to Asterii Analytics that took a sneak peek into the magnitude of the hashtag, which was used to send wishes to Sachin, there were over 1.2 million tweets as on 17th November, 2013 with the hashtag #ThankYouSachin. Since, this hash tag was popularised by BCCI in order to send people personalised picture of Sachin with his photograph, the trend took off really well.
Interestingly, it was in October when a Twitter user originally used the hashtag to thank Sachin and Dravid, but BCCI picked it up in November after looking at its popularity.
Umpteen blogs were also written on Sachin using the hashtag to pay a tribute to the cricketing legend. Out of the total number, 46 per cent of the tweets were replies, while 34 per cent were original tweets and 20 per cent were retweets.
Other hashtags like #SRT200, #SachinSachin, #Respect, #Legend etc., also trended over the week.
As expected, around 90 per cent of the tweets were generated in India but countries like Pakistan, UK, and USA also contributed to this trend.
Interestingly, 87 per cent of the tweeters were male while 13 per cent comprised of female fans.
“I am really touched with #ThankYouSachin messages. Your support all these years have inspired me to give my best.” by Sachin Tendulkar was the most re-tweeted tweet. It was re-tweeted 15,772 times and was a favourite of 10,406 people on Twitter.
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.
