iWorld
ZEE5 records over 50% increase in WoW viewership
KOLKATA: During the lockdown, ZEE5, as India’s Entertainment Super-App has continued to entertain and engage diverse audiences by serving bespoke content across languages and a spectrum of devices. The platform’s popularity surged further as the week-on-week viewership soared by 52 per cent for all the shows, reinforcing itself as India’s most preferred destination for digital video entertainment.
With the extended lockdown, citizens have been confined to their homes looking for a source of entertainment. And amidst this lockdown, leading the digital video entertainment space, ZEE5 has been catering to their diverse audiences through various initiatives and shows across genres and languages. This exceptional surge in viewership has been recorded for shows such as Pavitra Rishta, Trinayani, Rahichi Rahibi Tori Pain, Neeyum Njanum, Ninne Palladhata, Agga Bai Sasubai, Ratris Khel Chale 2 and numerous other shows that recorded a significant surge in views.
Amongst all, Telugu content recorded the maximum rise in viewership with 157 per cent WoW, followed by Hindi with 106 per cent. Other languages like Bengali, Malayalam and Oriya also witnessed a significant surge.
With Unlock 2.0, production studios are coming back to a new way of shooting; thus, ensuring consumers get their daily dose of entertainment. ZEE5 is gearing up to continue serving fans with their favourite shows by adding new episodes from 13 July 2020. And as more people turn to OTT platforms in the current scenario, due to increasing preference for digital platforms, the platform is ready to address this massive traffic for these shows.
iWorld
Tata Play Binge adds Pocket Films to micro drama platform Shots
Over 210 micro dramas and 220 hours of content strengthen short form play
MUMBAI: Short stories are getting shorter and sharper. Tata Play Binge is doubling down on snackable storytelling, adding Pocket Films to its micro-drama hub Shots as it looks to capture India’s fast-growing appetite for quick-consumption content. The move expands Shots into a deeper, more diverse catalogue, now featuring over 210 micro-dramas and 220 hours of short-format programming across genres such as action, drama and thriller. The content spans Hindi and key regional languages, reflecting the increasingly local yet mobile-first nature of viewing habits.
Pocket Films brings with it a library of emotionally driven, culturally rooted narratives, including micro-dramas like Chaturanga, Vidushi, Maasa, Silent Cycle and Pilibhit, alongside short films such as Lock-up, Dubki and The Disguise. The addition builds on existing partnerships with Bullet and Stage, strengthening Shots as a one-stop destination for bite-sized storytelling.
Designed for vertical viewing, the platform leans into scroll-friendly interfaces, auto-play sequencing and seamless discovery mirroring the habits of always-on, digital-first audiences. The content remains ad-supported and is available within the Tata Play Binge app at no additional cost.
The integration also sits within a broader aggregation strategy. Tata Play Binge currently offers access to 30 plus OTT services including Prime Video, JioHotstar, Zee5 and Apple TV+ through a single subscription and interface, aiming to simplify fragmented streaming consumption.
As platforms race to keep up with shrinking attention spans, Tata Play Binge’s bet is straightforward: when stories get shorter, the catalogue needs to get bigger and faster.
