iWorld
TVF strengthens partnership with MX Player, releases FLAMES S2 & FATHERS Vol.2
MUMBAI: The Viral Fever (TVF) along with MX Player has launched the second chapters of 2 iconic web series’ – FLAMES and FATHERS. The partnership between the two platforms allows the acclaimed shows from TVF, who are pioneers of Indian web entertainment content to penetrate a larger audience base with MX Player’s massive 75 million daily active users. While FLAMES S2 went live on 18 October, FATHERS Vol.2 will stream starting 25 October with both shows being available on TVFPlay and MX Player.
Directed by Apoorv Singh Karki, FLAMES S2 is based on an innocent young college romance that see the Rajat and Ishita’s relationship evolve as they experience the many firsts in their relationship. FATHERS Vol.2, directed by Prem Mistry, on the other hand, is a laugh out loud show about 3 middle-aged fathers who want to live the GenZ life while trying to make sense of the idiocrasies associated with the younger lot.
On the partnership, The Viral Fever president and COO Karan Chaudhary said, “The phenomenal success we witnessed with the season 1 of FLAMES & FATHERS validates our vision of creating clutter-breaking relatable content for our audience. Partnering with the leading OTT platform like MX Player fuels our ambition of recruiting newer audience while, of course, keeping our loyal consumers glued to our content through TVFPlay. It is heartening to see our shows being readily consumed by more and more viewers which motivates us to continuously create more meaningful content”
Elaborating on the same, MX Player head of acquisitions Mansi Shrivastav said, "While building our content library, our vision is to bring to the fore great stories that are designed to entertain audiences across any time of the day & for any mood & preference. Keeping this in mind our MX Exclusives are carefully handpicked & curated. More so, having TVF as a partner has helped us broaden our consumer profile and reach out to a younger TG.”
Recognised as one of the pioneers of breakthrough branded content, TVF features as one of the first choices among brands to engage and deliver their key message in an effective manner. As one of the first digital production companies in the country and with 4 of its web series rated in IMDB’s Top 250 shows of all-time list, makes TVF one of the most visited digital platforms in the country.
Binge watch FLAMES S2 here: https://tvfplay.com/show/flames-by-the-timeliners/266
Watch the trailers of FATHERS S2 here: https://tvfplay.com/video/tvfs-fathers/n/3052
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.
