Mumbai: Story TV, a microdrama platform with over 9 crore downloads and more than 1,500 titles, has announced the launch of “Story TV Dailies”, a new content format that introduces daily serialised storytelling to the Indian microdrama ecosystem.
Positioned as India’s first microdrama serial format with no fixed conclusion and daily episodic drops in vertical format, Story TV Dailies aims to recreate the experience of television serials for smartphone-first audiences.
The company said the launch marks a significant milestone in the evolution of microdramas, as it looks to tap into India’s massive base of over 600 million smartphone users, particularly viewers who continue to consume General Entertainment Category (GEC) content traditionally dominated by television. India’s GEC advertising market currently generates nearly ₹11,500 crore annually.
With Story TV Dailies, the platform aims to combine the familiarity of television soap operas with the convenience of short-format mobile viewing. The format is designed to offer continuous storytelling through daily episodes, encouraging habitual viewing patterns aligned with modern smartphone consumption behaviour.
The new content slate spans genres including mythology, fantasy, mystery and drama — categories that remain relatively unexplored within the microdrama space. According to the company, the slate has been developed with a focus on premium storytelling, higher production quality and evolving audience preferences.
The initial launch lineup includes three shows — Jinn Ki Dulhan, Magic Pen Wala Hero and Mast Maula Zindagi.
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.”
He adds, “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.”
Story TV said the Dailies format will have a dedicated section within the app, making it one of the first platforms in India to create a specialised destination for serialised microdrama content. The company also noted that the daily episodic release schedule has been designed around existing user viewing habits, including midday breaks, evening commutes and post-dinner mobile browsing.
According to the platform, users currently spend an average of 90 minutes per day watching content on Story TV, making Dailies a natural extension of its growing engagement-driven entertainment strategy.
