iWorld
Voot and Kailash Kher come together to present Nayii Udaan
KOLKATA: VOOT brings something new and exhilarating for its millions of consumers and partners with none other than the music veteran Kailash Kher absolutely LIVE. To rekindle the magic of Indian classical and folk music and give new talent a stage to spread their nascent wings, three years ago, Kailash Kher launched Nayii Udaan, a platform for budding musicians and singers to help them make a mark in the Indian music industry. After empowering 25 musicians and four lead singers since its inception in 2017, and after hosting LIVE events for the last three years, this is the first time Nayii Udaan is all set to go LIVE digitally, exclusively on Voot marking music veteran, Kailash Kher’s 47th birthday.
The 60 minute event, will be hosted by actor-comedian Raju Shrivastav.The concert will be presented by Sufi singer maestro Kailash Kher himself. Nayii Udaan will be roping in talents from different musical genres like Hindustani classical music, folk, Bollywood with ragas and Sufi amongst others.
Speaking on the association, VOOT AVOD business head Akash Banerji said, “The Kailash Kher Foundation is an esteemed foundation that has been actively working towards promoting India’s rich and diverse classical and folk music. The foundation has also been instrumental in identifying and launching fresh talents. At Voot, we have always partnered with brands and events that have brought value for our viewers and Nayii Udaan is certainly something that will interest our viewers. We are glad to put out such unique and brilliant content for our viewers and look forward to doing some more interesting events with the Kailash Kher Foundation in the future”
Speaking about his collaboration with VOOT Kailash Kher expressed, “This is the fourth edition of Nayii Udaan, but contrary to our LIVE events over the last three years, this will be the first time that we will be streaming this digitally, exclusively on Voot. Like every year, we have received an overwhelming response and I am looking forward to the audience reaction to all the melodious performances from some of the most talented upcoming musicians of India. The main aim of Nayii Udaan is to give these talented young musicians across our country a platform to showcase their talent. Over the last few years, we have been blessed and empowered 25 musicians and four lead singers, some of them who were previously employed as engineers and now are just following their passion. They are doing extremely well and inspiring many talented musicians.”
The opening event of the fourth edition Nayii Udaan that also marks the music veteran Kailash Kher’s 47th birthday, is undeniably one of the most power-packed and charismatic experiences available exclusively for the viewers of Voot.
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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.
