iWorld
Trai extends deadline for NTO 2.0 implementation to 1 April 2022
Mumbai: The Telecom Regulatory Authority of India (Trai) has extended the deadline for implementation of the new tariff order (NTO) 2.0 to 1 April 2022. The previous deadline was 1 December.
Broadcasters will have to publish new reference interconnection offers (RIOs) to Trai by 31 December and simultaneously publish the required information about channel and bouquet offerings and their MRPs on their websites. The broadcasters who have already submitted their RIOs in compliance with NTO 2.0 can revise their RIOs by 31 December.
The deadline was extended as Trai received representations from many service providers and their associations such as broadcasters, DTH operators, MSOs and DPOs, according to a report by ET. The authority, after considering the concerns expressed by various stakeholders and especially with respect to time frame for migration of subscribers and taking their choice, is of the view that paucity of time should not come in the way of implementation of the new regulatory framework 2020 in seeking informed choices of more than 150 million pay TV consumers.
DPOs will have to obtain an option for subscription of new bouquets or channels from the subscribers in compliance with the provisions of NTO 2.0 from 1 February 2022 to 31 March 2022.
DPOs will have to report the distributor retail price (DRP) of pay channels, composition of bouquet of pay channels/free-to-air channels and DRPs of bouquets of pay channels by 31 January 2022 besides simultaneously publishing the information on their websites.
In June, the Bombay high court in its judgement upheld the NTO 2.0 order by Trai barring the second proviso of the twin conditions. The provision states that a-la-carte rates of pay channels shall not exceed more than three times the average rate of a pay channel of the bouquet of which such pay channel is part. TV broadcasters under the aegis of Indian Broadcasting Digital Foundation (IBDF) had moved to Bombay HC in January challenging the Trai order.
After the Bombay HC pronounced its judgement, broadcasters escalated the matter to the Supreme Court. The final SC hearing is scheduled on 30 November. Meanwhile, Trai directed broadcasters to comply with the Bombay HC judgement and publish new prices of their pay channels and bouquets that comply with the tariff order.
Leading broadcasters including Zee Entertainment Enterprises, Star and Disney India, Sony Pictures Networks India, Network18 Broadcast, Sun TV Network, Discovery Communications and WarnerMedia have published their RIOs effective from 1 December. As per NTO 2.0 provisions, Trai mandated a price cap of Rs 12 on pay channels to be included in a bouquet. To comply with this provision, major broadcasters pulled their popular channels from bouquets but also hiked the prices of these channels.
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.
