The thinking here is that the way Indians watch their soaps can be transplanted to a smaller screen. So they’ve put out these vertical-video microdramas for the serial fan who is on the move. You won’t find short-form content that comes and goes; we want our shows to have some life to them. Open-ended, always changing, and there when you are. We’re not putting out weekly bundles. An episode will come your way each day, something you can make time for.
We’re after 500-plus million in the General Entertainment Category, and we see 600 million phone owners in India as our audience. A Dailies show fits right in with how people are: a bit of a break at noon, the ride home, or a scroll after you’ve put the dishes away.
Why this daily drop matters
There’s some hard numbers to back it up. Our users are already putting in about 90 minutes a day on microdramas. The next logical step is to make that a ritual if you want the kind of hold on an audience that TV has.
A bid to woo the GEC crowd
And let’s be honest, the GEC is where the money is. With 11,500 crore in ad value a year, this is us making an offer to brands that want to be seen on mobile.
Inside Story TV’s pitch
We came out of the Eloelo group in 2025 and in less than a year we’ve hit 9 crore downloads and 1,500 titles. With Dailies, we’re saying microdramas are for the whole family, not just the young ones. Vertical video is the new prime time.
How the format stands out
These aren’t mini-series with an end date in sight. The story will go where the audience wants it to, and you’ll see it in the way we write and pace things.
Our first round of shows are in the kind of genres you don’t often see in this space: a little mythology, some fantasy, a mystery. We’re talking Jinn Ki Dulhan, Magic Pen Wala Hero, Mast Maula Zindagi. No waiting around like you do with an OTT drop.
Here is how the company frames the experience:
– Daily episodes in vertical video
– Open-ended stories that evolve continuously
– Dedicated Dailies hub inside the app
– Genres spanning mythology, fantasy, and mystery
‘Smartphones are the new TV,’ says COO GSN Aditya. ‘People are finding their content and most of their time is on the phone.’ He sees this as the way forward for mobile entertainment.
What viewers can expect
Aditya puts it down to the fact that Dailies are for those short, mobile-first moments. A fresh one every day is how you build a habit. We’ve even given it its own spot in the app to make it easy to find.
If you’re done with the week-long wait for a cliffhanger to resolve, Dailies give you that continuity without having to sit through an hour. It’s TV’s old rhythm with the speed of what’s on your phone.
The bigger picture
Microdramas in India have been all about quick, finite stories. We’re trying to change that and get the TV loop going on a phone. Do it right and you open up the audience and make a better case for digital ad spend.
We’ll be rolling out more in the weeks ahead, into some of the nooks and crannies of the market. The goal is to make this a living-room kind of thing, just on a different device.
You can see what happens from here. Can we make a daily drop a must-see? We’ve set up the shop. Now it’s up to the viewers to tell us if we’ve made a hit.
