iWorld
Vuclip to launch cricket comedy show ‘What The Duck’ on OTT
MUMBAI: Premium video on demand service for emerging markets, Vuclip announced the unveiling of Viu Originals on its OTT platform Viu with the cricket comedy chat show series ‘What The Duck’. Hosted by Vikram Sathaye, the show will be produced and co-created by Fluence. Vuclip says that CA Media Digital’s celebrity network will feature cricketing greats such as Sachin Tendulkar, Virender Sehwag, Zaheer Khan, Harbhajan Singh, Gautam Gambhir, Murali Karthik, Irfan Pathan among others.
The quirky chat show hosted by Vikram Sathaye, stand-up comedian, cricket humourist and author of the best seller How Sachin Destroyed My Life will be the first offering from Viu Originals. Each episode will have a total run time of 13 minutes.
At the intersection of cricket and comedy, ‘What The Duck’, is a freewheeling chat show that will reveal the funnier side of India’s cricketing legends. A dream come true for cricket fans, the show marries two of India’s greatest passions – cricket and entertainment. Laced with the host’s signature humour, each installment of the ten-episode series will feature a cricket celebrity along with some fascinating anecdotes and insightful stories. New episodes will be uploaded each week on Viu.
The series kicks off today on Viu with the interview of the Nawab of Najafgarh, Virender Sehwag opening the series innings in the same swashbuckling manner that he did on the cricket field. It will be available exclusively only on Viu.
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.
