Aamir Khan Productions and Excel Entertainment are set to enter India’s emerging micro-drama market with a new platform that will bring together content from their existing libraries, original productions and collaborations with digital creators. The venture, which has reportedly been in development for some time, is being planned as a mobile-first entertainment destination focused on short-format, episodic storytelling.
The platform is expected to draw on the intellectual property (IP) libraries of both production houses while developing original content specifically for the micro-drama format. The move will allow the companies to explore a different content model beyond their established film and series businesses, as audiences increasingly engage with shorter formats on digital platforms.
According to people familiar with the development, the venture is also in the process of signing exclusive content partnerships with several prominent digital and YouTube creators. These collaborations are expected to bring established online talent and their existing audiences into the ecosystem, alongside projects developed by Aamir Khan Productions and Excel Entertainment.
A prominent telecom player has also reportedly come on board as a distribution partner. Its involvement is expected to help the platform reach a wider consumer base, particularly as mobile-led entertainment consumption continues to shape the digital content landscape. Further details about the partner and the nature of the distribution arrangement are yet to be officially disclosed.
Unlike conventional short-form video platforms that primarily host user-generated clips, the proposed venture is expected to focus on professionally produced content, with an emphasis on storytelling and production quality. Its approach will combine the creative and production capabilities of established studios with the audience reach and engagement of digital creators.
The development comes as micro-dramas gain traction as a distinct category within the entertainment industry. Typically structured around short episodes and fast-paced narratives, the format is being explored by platforms and content companies as an alternative way to develop, distribute and monetise scripted entertainment. For established production houses, it also offers an opportunity to experiment with newer viewing habits and distribution models.
With existing IP, original projects, creator partnerships and telecom-backed distribution expected to form the foundation of the venture, the platform could enter the market with a diverse content offering. However, details regarding its name, launch date, subscription or monetisation model, and initial content slate are still awaited.
An official announcement is expected shortly, with further information about the platform and its launch strategy likely to be revealed in the coming weeks.
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