iWorld
YuppTV joins hands with Sun Network to launch 10 channels
MUMBAI: Yupp TV, the Over-The-Top (OTT) platform has recently announced a strategic alliance with Sun Network. With the alliance, YuppTV will launch 10 channels in four regional languages namely Telugu, Malayalam, Tamil and Kannada in the Middle East and North Africa (MENA).
The OTT platform will make channels like Surya and Kiran in Malayalam, Sun TV, KTV, Sun Music, Tamil channel Adithya TV, Gemini TV, Gemini Movies & Gemini Comedy in Telugu and Kannada channel Udaya TV for its MENA viewers.
The move will add more content to YuppTV’ s entertainment platter that boasts of over 25,000 hours of video content in its catalogue.
Speaking on the partnership, Yupp TV founder and CEO Uday Reddy said, “As the leading digital entertainment provider for expats from the South Asian community, we pride ourselves on making the latest content available to our users across the world. By entering into partnership with Sun Network, one of the largest TV networks in South India, we will curate even more regional entertainment options to add to our already impressive library.”
“The partnership with Yupp is yet another initiative in line with our strategy to improve Sun TV’s presence on digital networks and beef up distribution through a variety of OTT platforms worldwide”, says Sun TV Network Limited president Mahesh Kumar.
The OTT provider for South Asian content, YuppTV, already has content partnerships with leading television networks to provide 200+ channels in the South Asian region.
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.
