iWorld
Vivek Jain from Reliance Jio’s digital arm joins CA Media Digital as CEO
MUMBAI: CA Media Digital (India) has appointed former Reliance Jio digital media vice president Vivek Jain as chief executive officer.
CA Media Digital is an operating business of CA Media LP, owned by The Chernin Group, KKR, and other investors. Jain will report to the board of directors of CA Media Digital.
The appointment of Jain positions CA Media Digital to continue to execute on its vision to provide both brands and consumers with innovative, celebrity-powered digital entertainment products and services, including Fluence and Wakau.
“CA Media Digital has in a short time made great strides to be at the forefront of the digital entertainment curve. With Fluence and Wakau we have caught the attention of celebrities, brands, and audiences alike by creating innovative products and digital platforms. I look forward to further growing the existing business and establishing new ventures,” said Jain.
CA Media Digital’s first and principal venture, Fluence is a digital network with the exclusive digital rights of over thirty leading Indian celebrities including Amitabh Bachchan, Sachin Tendulkar, Salman Khan, Priyanka Chopra, and Ranveer Singh.CA Media Digital has also recently introduced Wakau, a first of its kind celebrity video blogging app.
Along with managing CA Media Digital’s existing products Fluence and Wakau, Jain will expand the CA Media Digital portfolio through other incubation efforts.
Prior to joining CA Media Digital, Jain served Reliance Jio for two years. Jain also worked for Amazon, Google and Motorola.
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.
