The launch cements Story TV’s position as a pioneer in the format and sets a new benchmark for content and storytelling innovation in microdramas. With Story TV Dailies, Story TV is looking to cater to more than 500 million viewers, particularly GEC audiences, who continue to consume content through linear television serials but are also active smartphone users.
Talking about the new format, GSN Aditya, COO at Story TV, said, “Smartphones are the new TV and viewers are increasingly discovering content and spending most of their time on their phones. As one of the first movers in the microdrama ecosystem we want to build the future of entertainment. Story TV Dailies is our bold new take on how microdramas can evolve from a 90-minute show to daily entertainment format with endless possibilities and episodes.”
With Dailies, Story TV aims to bring the charm of serialised storytelling and the content depth associated with soap operas andr TV serials, which Indian audiences are familiar with, to a smartphone- first viewing experience.
With storytelling that spans new genres such as mythology, fantasy, mystery and more, Story TV Dailies will expand the platform’s presence into newer genres that are rarely seen in microdramas. The slate has been designed to cater to India’s rising appetite for premium, serialised and entertaining content. Story TV Dailies content slate has differentiated storytelling, higher production quality and writing that evolves with audience preferences.
The new slate features three shows, namely Jinn Ki Dulhan, Magic Pen Wala Hero and Mast Maula Zindagi.
GSN Aditya, COO at Story TV, said, “Dailies are designed for the way India watches: in short bursts and on mobile. Unlike episodic drops on conventional OTT platforms, where viewers have to wait for episodes for days or weeks, Dailies delivers fresh new content every single day, building a daily consumption habit that no other format in India has attempted at this scale with millions of users at once.”
Dailies will have a dedicated section within the Story TV app, making it the first platform to give the serial microdrama format its own home. The daily episodic drop is designed to mirror the viewing windows Story TV audiences already use: the midday break, the evening commute, and the post-dinner scroll. Users on average spend around 90 mins per day on Story TV watching microdramas, making Dailies a natural extension of viewing behaviour on the platform.