iWorld
ZEE5 launches ‘ZEE5 CLUB’ at Rs 365/year
KOLKATA: ZEE5 today announced the launch of ‘ZEE5 Club’, a unique proposition for every Indian at Rs 65/year. This is in line with its commitment to democratise access to bespoke content for diverse Indian audiences across genres, languages and a spectrum of devices.
ZEE5 Club, a complete OTT television entertainment pack is set to delight the consumers with exclusive access to most popular shows before telecast on TV, apart from select ZEE5 and Alt Balaji shows, – 1000+ blockbuster movies, ZEE Zindagishows and over 90+ Live TV channels. With ZEE5 Club, subscribers will be able to enjoy-engaging entertainment content without any intrusive ads and across devices.
Speaking about this new offering, ZEE5 India SVOD senior VP and head Rahul Maroli said, “We are a customer obsessed OTT platform and the launch of ZEE5 Club is a result of the feedback we received from our consumers. Furthermore, democratising access for all Indians to their favourite entertainment content, at a value price, was brewing as an idea for the longest time. With a strong consumer value proposition, ZEE5 Club will help us to board every Indian and provide them with a hyper-personalised and a seamless content viewing experience all at Rs 365/year.”
The launch of ZEE5 Club would enablemillions of Indianstosample their favourite TV shows and OTT exclusives at their convenience at an affordable price. The Club Pack has been created keeping in mind the platform’s diverse user behaviour, regional preferences and viewership patterns.
Some of Zee’s popular TV shows like KumumBhagya and KundaliBhagya in Hindi, Sembaruthi in Tamil, JotheJotheyaliin Kannada and MazyaNavryachiBayko in Marathi and many more would be now available on ZEE5 Clubbefore telecast on Television, making anytime a new prime time for consumers to catch up on their favourite shows.
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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.
