iWorld
Voot Select takes its premium content to regional audiences
KOLKATA: Fulfilling every entertainment need of its diverse and multi-cultural userbase, Voot Select is all set to make its regional content slate more dynamic and relevant to its audience with the launch of its Originals – Asur, Marzi, The Raikar Case and Illegal in Kannada. Furthering Viacom18’s existing content proposition in the the Kannada market, Voot Select’s new language play will enable viewers to enjoy the platforms’ incredible Hindi original content in their local language and overturn the language barrier.
While Asur, The Raikar Case and Illegal are all live on the platform, and will be followed by Marzi. Apart from this, the subscribers will also get exclusive access to popular Kannada movies like Bell Bottom, Ayogya, Kirik Party and other movies like Thrayambakam, Eedhiga Bandha Suddhi, Dayavittu Gamanisi, Theory, Alamelamma on Voot Select.
Commenting on the new offerings, Voot Select head Viacom18 Youth, Music, and English Entertainment head Ferzad Palia said, “When we launched Voot Select, the idea was to share compelling stories with the audience all over the country. The appetite for regional content consumption is huge and by making Voot Originals available in Kannada, we are not only expanding our reach but also adding to the content experience of our audiences in Karnataka. We as a network already have a strong presence in the Kannada market with Colors Super, Colors Kannada Cinema and Colors Kannada with its content available 24 hours on Voot Select. With this move, the viewers can now access its premium Originals and movies in the language of their comfort and choice.”
With the introduction of this language proposition, Voot Select has opened a myriad of opportunities for the regional markets. With the most compelling stories and top notch premium content, the Kannada speaking audience can surely look forward to some of the finest content in their own language. Voot Select’s premium content will soon launch in multiple languages including Tamil, Bengali, Marathi and Telugu.
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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.
