iWorld
Vi launches prepaid pack offering SonyLIV premium subscription
Mumbai: Vi has announced a partnership with over-the-top platform SonyLIV. The telco has launched a new prepaid pack offering subscription of SonyLIV premium along with extra data benefits to users.
Vi has introduced a new add-on recharge of Rs 82 for prepaid users, offering free mobile only subscription of SonyLIV premium for 28 days along with an added data benefit of 4 gb with 14 days validity.
Vi users can watch sports properties like UEFA Champions League, WWE, Bundesliga, UFC to originals like “Scam 1992 – The Harshad Mehta Story,” “Maharani,” “Tabbar,” “Rocket Boys,” “Gullak Season 3,” regional content like “Salute”, “Kaanekkaane,” “Shantit Kranti” and “James” and international shows “The Good Doctor,” “Fantasy Island” and “Magpie Murders.”
Vi also offers a vast content library for its customers under Vi Movies and TV on the Vi app. The app has more than 450 live TV channels, live news channels and premium content from other OTT apps.
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.
