iWorld
YuppTV launches app on Hisense Smart TV in US
MUMBAI: Offering a world class viewing experience with a range of channels and movies, over-the-top (OTT) content player YuppTV has launched its app on Hisense Smart TV for the US audiences.
YuppTV’s partnership with Hisense is part of an ongoing effort to reach out to global television audience with the most comprehensive South Asian content.
Viewers can now benefit from 200+ channels in 13 South Asian languages available worldwide, as Live TV, and 10 days of revolutionary Catch-up TV. Unlimited movies in different genres from leading production houses make this an unbeatable offering for Hisense Smart TV owners. The YuppTV app is available to download free. The app on Hisense Smart TV will be available for customers in the US region.
At the time of launch, the YuppTV application will be available to viewers using Hisense Smart TVs. These TVs are available with a range of features and wide variety of screen sizes. Hisense Smart TVs with full high definition resolution are equipped with WIFI, internet and built-in apps.
YuppTV CEO Uday Reddy said, “YuppTV is thrilled to partner with Hisense USA Corporation and launch its application on Hisense Smart TVs. The launch is a big part our mission to make it simple and instant for broadcasters to deliver entertainment anytime and anywhere in the world and present consumers with yet another avenue to access their favorite South Asian content with ease.”
Hisense vice president of marketing Lawrence Li added, “Hisense USA aims to deliver high quality and great value for its customers. We know that YuppTV customers spend a considerable number of hours everyday consuming content from their home countries and we pleased to make this application and the 100s of channels and immense movie library available on our new line of Smart TVs.”
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.
