iWorld
Twitter and BCCI introduce cricket timeline for Android
MUMBAI: It has been a year since the successful #ThankYouSachin campaign was launched along with other partnerships during the Indian Premier League and Champions League T20, and now, BCCI and Twitter have once again come together to launch a new initiative for cricket fans.
During the ongoing Micromax Cup India versus Sri Lanka ODI Series 2014, fans using Twitter for Android in India will be prompted from their Twitter home screen to view a new cricket timeline on every match day. This new timeline will comprise tweets that will help the viewers follow the conversation around the match and tweet with the official series hashtag from within this experience, ensuring a national viewing party where fans can connect with each other on Twitter.
Speaking about the initiative, BCCI honorary secretary Sanjay Patil said, “The BCCI has a rich history of innovation with digital fan experiences and we are excited about inaugurating cricket timelines on Twitter. It’s really easy for fans to keep up with the match and participate in the conversation around it.”
By simply typing the official series hashtag #IndvsSL in the search bar, cricket fans will be able to directly go to the cricket timeline and view the same. Official Tweets from @BCCI will be featured in an exclusive tab during the live match in this timeline.
Twitter India market director Rishi Jaitly commented, “Twitter brings you closer to the interests you care about and this cricket timeline for India-Sri Lanka is another example of that. Kudos to the BCCI for leading the way on delighting fans and giving them opportunities to consume, connect and express around the live, public conversation of the series. Look out for the #Cricket timelines experience on your Twitter Android app soon.”
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.
