iWorld
This World Music Day, Airtel has something for all music lovers
Mumbai: World Music Day, celebrated on June 21, marks a special day for music, highlighting its power to bring people together. This year, Airtel makes it easier for music lovers to enjoy their favourite tunes on any device, anytime, anywhere. In conjunction with this celebration, Airtel’s Wynk Studio proudly announces a milestone of over 1.7+ billion streams for songs by emerging artists within two years since its launch.
Airtel celebrates World Music Day by providing an opportunity for all music lovers to catch on to their music wherever they go. For the users spending time at home, Airtel DTH will be playing special programming with English & Hindi songs throughout the day on the Airtel Playlist channel (LCN 479).
In addition to the DTH offerings, Wynk Music, India’s top music streaming, provides an unparalleled music experience on the go. With a simple tap, users can explore an extensive library of songs, including those from Wynk Studio’s independent artists. Established artists like Nikhita Gandhi, Vishal Dadlani, and Rahat Fateh Ali Khan have also collaborated with Wynk Studio to release their music.
Additionally, Wynk Studio provides collaboration opportunities, background scores for web series, OTT content, live events, and other projects. Wynk Music curates special playlists to enhance discoverability and increase streams, enabling over 2000 artists to reach a broader audience and effectively monetize their music.
Customers can access/add these channels to their DTH packs by:
1 Giving a missed call at 9154052479/8800488003
2 On the Airtel Thanks app, click Services, select DTH account, you can select the plan Add Ons and click manage
3 On Xstream set-top box by navigating to the LCN 479 and clicking “Add” Airtel Playlist at just Rs.51 Airtel DTH allows customers to pause, play and record live programs whenever they want.
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.
