iWorld
YuppTV launches platform for original content creators
MUMBAI: Expanding its offering with an aim to lure original content creators on to its platform, over the top (OTT) player YuppTV has launched a marketplace, which will host curated premium video content across various genres.
YuppTV Bazaar will cater to video content creators, who often find it tough to monetise and market their premium content through traditional video-sharing portals, satellite and DTH platforms.
YuppTV Bazaar will offer creators quality supervision and a large native user base to showcase their high-quality videos across the world through multiple devices.
“With the proliferation of unregulated video content on the digital platform, content monetisation and visibility is a prime concern for premium video content creators who often find their content being lost in a deluge of casual user-generated content. YuppTV Bazaar is being launched as a solution that will overcome the traditional roadblocks associated with free-for-all video sharing platforms. We are confident that this development will be a major success and will empower content developers with the perfect medium to share and monetise their offerings,” said YuppTV founder and CEO Uday Reddy.
Content creators can upload videos across various genres like education, short films, web series and trailers.
Governor of Maharashtra Vidyasagar Rao, who was present at the launch, said, “In today’s digital age, with technology having changed the way many industries operate today, YuppTV’s launch of its premium video content platform YuppTV Bazaar comes as a very welcome move. By providing a medium to independent creative content creators for showcasing their works, YuppTV has taken the spirit of entrepreneurship to a new level. I support the initiative wholeheartedly and wish YuppTV and YuppTV Bazaar all success.”
Abhishek Bachchan, who was also present, added, “India, at the moment, is brimming with talent looking for an outlet for their creativity. The launch of YuppTV Bazaar from YuppTV is a welcome move that will provide the indie moviemakers with a trusted and curated platform for showcasing their talent.”
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.
