iWorld
YuppTV brings new feature of direct operator billing
MUMBAi: OTT platform YuppTV has partnered with SLA Digital to enable Direct Operator Billing for its consumers to pay for digital content on their phones by charging it directly to their phone bills or deducting it from their available prepaid phone credit. This feature will not only make the subscription process easier for end consumers, it will also enable YuppTV to diversify into developing countries and target a much wider customer base.
SLA Digital’s Ashley O’Kane said “Partnering with YuppTV, one of the largest providers of South-Asian content, adds to our lucrative network of partnerships that SLA Digital is delivering to global Mobile Operators via Digital Services like Direct Operator Billing.”
YuppTV has a global reach, offering live entertainment & News, TV shows, short videos and movies covering a wide range of languages to South Asian expat communities. Demand for this content is huge even in the emerging markets with an increase in sales of smart devices but where credit card penetration still remains very low. This means that consumers are less likely to have credit cards to pay for these services online. Direct Operator billing becomes an easy way for them to subscribe and pay for this service.
YuppTV founder & CEO Uday Reddy commented, “Partnering with SLA Digital to allow Mobile Operator subscribers to pay for our service using a simple and secure solution like Direct Operator billing builds on those principles. Following this strategic alliance, we are dedicated to providing the most invigorating content to the South Asian expat community.”
SLA Digital has initially connected YuppTV to Zain Bahrain for Direct Operator Billing and has plans to roll out to additional Mobile Operators in the near future.
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.
