iWorld
Voot, EROS Now part of UK’s first ever on-demand Asian TV apps pack by Virgin TV
MUMBAI: Virgin TV has become the UK’s first ever Pay TV provider to add an on-demand library of films and shows through two Asian entertainment apps.
The Desi App Pack, which Virgin TV customers can add to their package from Thursday 28th February 2019, brings together two of India’s biggest entertainment apps – Eros Now and Voot – into an easy to access apps pack that allows TV viewers to watch a range of shows and movies at a click of a button.
There are multiple hours of content for viewers to watch which is available in more than 10 languages.
Voot is home to exclusive original productions including It’s Not That Simple, Feet Up with the Stars and hit shows Bigg Boss, Khatron Ke Khiladi, Silsila Badalte Rishton Ka amongst others and over 400 movies.
Eros Now has a blockbuster library of more than 12,000 films including original productions such as Operation Cobra and Enaaya.
Those who currently have Asian Mela TV as part of their subscription can add the service for just £6 per month. It is £12 per month for all other customers.
Customers can add the service though their TV set box or over the phone. To access the Desi App Pack, customers will need a V6 box and go to channel 800 and press the red button on their remote.
Over the past year Virgin TV has invested and bolstered its Asian TV offering with new channels and upgraded many standard definition channels to HD.
David Bouchier, Chief Digital Entertainment Officer at Virgin Media, said: “We designed our V6 TV box to work seamlessly with on demand apps such as Netflix and to maximise the power of our fibre network for instantaneous access to the limitless programming available on demand. The addition of the Desi apps further strengthens our lead in the on demand viewing experience”
Commenting on the integration deal, Rishika Lulla Singh, CEO – Eros Digital said: “With increasing consumption of cross border content and popularity of Indian films, we are excited to announce our collaboration with Virgin Media. Eros Now is the largest South Asian Video Service with close to 16M paid subscriber’s world over and the United Kingdom is one of our primary international markets. We are happy to cater to this growing community with best of Indian content and remain focused on expanding our global presence by exploring opportunities to connect with local audiences.”
Sudhanshu Vats, Group CEO & MD, Viacom18 said: “The UK consists of a vibrant Asian diaspora and is indeed one of our stronger overseas markets. Virgin TV’s Desi Apps pack is a winning proposition for all involved – consumers can now view the best of entertainment, on demand on VOOT, and it opens up an entire range of audiences for our content as well.”
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.
