With over 9 crore downloads and 1,500 plus titles, Story TV Dailies introduces Jinn Ki Dulhan, Magic Pen Wala Hero and Mast Maula Zindagi as GSN Aditya, COO at Story TV, says smartphones are becoming the new TV.
Mumbai, 21 May 2026: India’s growing base of smartphone viewers is now being targeted with a daily serial format built specifically for vertical viewing, as Story TV announced the launch of Story TV Dailies, a new microdrama format with daily episodic drops and serialised storytelling that follows the familiar rhythm of television serials.
Story TV, which has crossed 9 crore downloads and carries more than 1,500 titles, said the new format is aimed at audiences who continue to watch General Entertainment Category content on television while also spending significant time on smartphones. The company said the segment includes around 500 million plus viewers, while India has approximately 600 million smartphone owners. The General Entertainment Category ad revenue in India generates around Rs 11,500 crore annually.
Story TV Dailies is designed to bring the depth and continuity of soap operas and television serials into a smartphone first viewing experience. Unlike conventional short format content with a fixed ending, the new format will follow an ongoing serial structure with no defined conclusion and fresh episodes released every day.
The first slate includes three shows: Jinn Ki Dulhan, Magic Pen Wala Hero and Mast Maula Zindagi. Story TV said the Dailies slate will expand in the coming weeks with more genres, including mythology, fantasy and mystery, areas that are rarely seen in microdramas.
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 added, “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.”
The Dailies format will have a dedicated section within the Story TV app. The company said this makes Story TV the first platform to give serial microdramas their own space within an app. The daily release pattern has been planned around common viewing windows such as midday breaks, evening commutes and post dinner mobile scrolling.
Story TV said users spend around 90 minutes per day on the app watching microdramas, making Dailies a natural extension of current viewing behaviour on the platform.
At Prittle PrattleNews, featuring you virtuously, we celebrate the commitment and innovation. Led by Editor-in-Chief Smruti Bhalerao, our platform is dedicated to sharing impactful stories that inspire change and create awareness. Follow us on LinkedIn, Instagram, and YouTube for more stories that matter.
Add Comment