iWorld
YuppTV bags broadcasting rights for T20 World Cup 2022
Mumbai: YuppTV, an over-the-top (OTT) South Asian content provider, has acquired the broadcast rights for the ICC Men’s T20 World Cup 2022, scheduled to take place between 16 October and 13 November.
YuppTV has bagged the exclusive broadcast rights for the ICC Men’s T20 World Cup Australia 2022 for 75 countries, including Continental Europe, Malaysia (non-exclusive), Japan, China, Hong Kong (non-exclusive), Nepal, Bhutan, Maldives, and Southeast Asia (except Singapore). The tournament will be telecast live over YuppTV’s platform.
The ICC Men’s T20 World Cup 2022 is the 8th edition of the tournament and will be held across seven venues in Australia between 16 October and 13 November. The tournament features 16 teams competing for the world title of T20 champions. A total of 45 matches are scheduled to be played in the tournament.
YuppTV CEO & founder Uday Reddy said, “Cricket is one of the biggest sports in the entire world, with more than one billion fans situated in different corners of the globe. T20 began as an exciting format, and in recent years, has become one of the most watched and loved forms of the game.”
He adds, “The exciting match-up between international teams, nation versus nation, for world dominance is guaranteed to be an enthralling experience for viewers, who will be gearing up from the comfort of their homes to watch the ICC Men’s T20 World Cup 2022 to support their favourite teams and take them to victory. It brings us immense pleasure to bring the tournament to millions of people across Asia and Europe, and we look forward to having users tune in to the match on our platform to catch all the action live!”
Fans from across the world await the most anticipated fixture, India vs Pakistan, which will take place on Sunday, 23 October in MCG, Australia. The final match of the tournament is scheduled on 13 November where the winning team will claim the ultimate prize in T20 cricket.
iWorld
Micro-Dramas Surge in India, Redefining Mobile Content Habits
Meta-Ormax study maps rapid rise of short-form storytelling among 18–44 audiences.
MUMBAI: Micro-dramas aren’t just short, they’re the snack that ate Indian entertainment, and now everyone’s bingeing between the sofa cushions. Meta, in partnership with Ormax Media, has released ‘Micro Dramas: The India Story’, a comprehensive study unveiled at the inaugural Meta Marketing Summit: Micro-Drama Edition. The report maps how the vertical, bite-sized format is reshaping content consumption for mobile-first audiences aged 18–44 across 14 states.
Conducted between November 2025 and January 2026 through 50 in-depth interviews and 2,000 personal surveys, the research reveals that 65 per cent of viewers discovered micro-dramas within the last year proof of explosive adoption. Nearly 89 per cent encounter the format through social feeds and recommendations, making algorithm-driven discovery the primary engine rather than active search.
Key viewing patterns show a median of 3.5 hours per week (about 30 minutes daily) spread across 7–8 short sessions. Consumption peaks between 8 pm and midnight, with additional spikes during commutes and work breaks classic “in-between moments” that the format fills perfectly. Around 57 per cent of viewing happens in ambient mode (while doing something else), and 90 per cent is solo, enabling more intimate, personal storytelling.
Romance, family drama and comedy lead genre preferences. Audiences show growing openness to AI-generated content, 47 per cent find it unique and creative, while only 6 per cent say they would avoid it entirely. Regional languages are surging after Hindi and English, Tamil, Telugu and Kannada dominate consumption.
Meta, director, media & entertainment (India) Shweta Bajpai said, “Micro-drama isn’t a passing trend, it’s rewriting the rules of Indian entertainment. In under a year, an entirely new category of platforms has emerged, built audience habits from scratch, and created a business vertical that is scaling fast.”
Ormax Media founder-CEO Shailesh Kapoor added, “Micro-dramas are beginning to show the early signs of becoming a distinct content category in India’s digital entertainment landscape. When a format aligns closely with how audiences naturally engage with their devices, it has the potential to scale very quickly.”
The study proposes ecosystem-wide responsibility, universal signposting of commercial intent, shared accountability among advertisers, platforms, creators, schools and parents, built-in safeguards, and formal media literacy in schools.
In a feed that never sleeps and a day that never stops, micro-dramas have slipped into the cracks of every spare minute turning 30-second stories into the new national pastime, one vertical swipe at a time.
