iWorld
Times Play plugs into India’s biggest OTT bundles for wider digital reach
MUMBAI: Times Play is no longer playing solo. The digital OTT platform from Times Network has rolled out one of the broadest distribution launches seen for a new streaming service, plugging itself directly into India’s leading telecom OTT bundles and content aggregation platforms.
With this move, Times Play is now available on JioTV+, Airtel Xstream Play, Vi Movies & TV, Tata Play Binge and OTTplay, significantly expanding its footprint across India. The integrations allow users to access Times Play seamlessly within platforms they already subscribe to, without the friction of managing another standalone app or payment.
The rollout marks a major milestone for Times Play, positioning it as a pan-India OTT offering embedded within everyday digital consumption habits across both mobile-first users and large-screen viewers. Alongside telecom and aggregator tie-ups, the platform is also available across major connected TV ecosystems and operating systems, including iOS, Android, Amazon Fire TV, Apple TV, Samsung Smart TVs and LG Smart TVs.
In content terms, Times Play aims to be a one-stop destination that blends live television with video-on-demand. Developed by Times Network, the platform brings together Hollywood films, web series, short-form content, live television and sports under a single subscription. Its live TV offering spans 11 channels, covering entertainment, lifestyle, business and news.
Premium channels on the platform include Romedy Now, Movies Now, MNX, MN+, Zoom, Times Now, Times Now Navbharat, ET Now, ET Now Swadesh, Mirror Now and Pickleball Now. The inclusion of Pickleball Now reflects the platform’s focus on emerging sports alongside mainstream entertainment and news.
Times Television Network CEO and chief growth officer for media & entertainment Ashish Sehgal said the distribution strategy was central to the platform’s design. “Times Play is built to combine the experience of live TV and VoD content for digital users, and this launch across India’s leading telecom OTT bundles and aggregators brings that vision to life,” he said.
Sehgal added that availability within established ecosystems was key to scaling reach. “Times Play’s presence across platforms allows us to reach audiences at scale, within environments where they already consume content. It enables a unified viewing experience across screens, without the friction of multiple applications or subscriptions.”
For Times Network, the expansion reinforces a broader push towards building a robust digital content ecosystem that balances credibility and scale. By distributing Times Play through trusted telecom and aggregator platforms, the network is betting on convenience and familiarity to drive adoption, rather than relying solely on direct-to-consumer downloads.
As competition in India’s OTT market intensifies, Times Play’s bundled-first strategy signals a clear intent: meet audiences where they already are, and make discovery easier by folding premium content into everyday digital routines.
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.
