iWorld
YuppTV launches Colors & Rishtey in Middle East
MUMBAI: South Asian internet TV content provider Yupp TV has launched Viacom18’s Hindi entertainment channels – Colors and Rishtey for viewers in the Middle East.
IndiaCast APAC head of sales & marketing and vice president – business head – Middle East & Africa Sachin Gokhale said, “The launch of Colors and Rishtey on YuppTV is another strong step in providing premium content to the Middle East viewers. Our partnership with YuppTV gives us an infinitely wider reach with the app being available on multiple internet supported devices in this region thereby enabling the viewers to watch their favourite programs at their own convenience. With this collaboration our commitment to deliver high quality entertainment to viewers in Middle East strengthens further.”
YuppTV CEO Uday Reddy added, “Keeping up with the high demand for Indian content in Middle East, we are pleased to bring popular channels, Colors and Rishtey to television and internet consumers in this region. With the addition of these leading channels to our repertoire, we continue the trend of growth and expansion. This launch, we trust, will be the source of much pleasure to viewers and subscribers in the Middle East 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.
