iWorld
Yupp TV relaunches Zee in UK and across Europe
Mumbai: OTT platform Yupp TV known for airing South Asian content has relaunched Zee channels in the United Kingdom, and all across Europe. Beginning from 2 June, Zee channels including Zee TV, Zee Cinema, Zee Telugu, Zee Tamil, Zee Kannada, Zee Keralam, Zee Punjabi, Zee Marathi, and Zee Bangla will be available for viewers in Europe.
Zee Entertainment is one of India’s leading media conglomerates that offers a bouquet of entertainment channels. With the relaunch of Zee in the European market, viewers will be able to watch a wide range of fiction, non-fiction, and other regional content offered by various Zee channels.
Commenting on the relaunch of Zee channels, Yupp TV founder and CEO Uday Reddy said, “We are delighted to once again join hands with one of the leading entertainment networks, Zee Entertainment, to bring back its premium entertainment channels to the UK and the Rest of Europe markets. These markets provide unlimited potential for Indian television with Hindi and regional languages and Zee channels will be a great value addition to our already vast library. YuppTV users can now watch their favourite Zee content, giving them more entertainment options to choose from.”
Zee Entertainment Enterprises Limited, chief business officer-international business Ashok Namboodiri, said ZEE reaches out to over 1.3 billion viewers globally and we continue to grow. “YuppTV and ZEE have been working together for the last decade in several markets and give audiences the best in entertainment, globally. With this partnership, audiences in UK & Europe can now enjoy a wide range of entertainment channels from ZEE and stay updated on all the latest news with Zee News and Zee Business from the Zee Media portfolio,” he said.
Expressing excitement about partnering with Yupp TV, Zee UK business head Parul Goel said, YuppTV viewers will be in for a treat as they will be able to pick channels across six to seven Indian languages and genres from the ZEE stable.
Viacom18 had also launched its regional channel Colors Gujarati in the United Kingdom. IndiaCast Media Distribution, jointly owned by TV18 and Viacom18, has partnered with Sky and Virgin Media for the channel’s launch in the European nation.
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.
