Zee Entertainment Partners With Bullet for Indian Micro-Drama App

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Zee Entertainment Enterprises is placing significant emphasis on micro-dramas as they see it as the future of Indian digital entertainment. This is evidenced by their recent strategic investment in start-up Bullet for the development and launch of a micro-drama app.

A prominent media company based in Mumbai plans to buy a share of Bullet, a startup founded by experienced entrepreneurs Azim Lalani and Saurabh Kushwah. This newly acquired platform will then be connected within the ZEE5 system, allowing it immediate access to ZEE5’s existing customer base.

The Bullet platform focuses on producing brief, vertically formatted episodes suitable for younger viewers, featuring action-packed content created by talented individuals. The goal is to offer a mix of fast-moving storylines and powerful emotional impact, ideal for quick, satisfying viewing sessions that allow for easy binge-watching in small chunks.

Compared to its neighbor China, India is relatively late to the trend of micro-dramas. In China, earnings from this format have reached a staggering $6.9 billion, surpassing local box office revenues for the first time, as reported by DataEye. Analysts predict that the market for micro-dramas in China could grow to an impressive $14 billion by 2028.

Zee’s strategic decision aligns with the growing trend among Indian viewers who prefer consuming content in short formats, especially on mobile devices. The company views this partnership as a step towards their larger goal of transforming into a comprehensive “Content and Technology powerhouse.

In the rapidly expanding digital landscape, I’m consistently on the lookout for numerous chances that add value to our growth trajectory. My role here at Zee is to forge partnerships, like the one with Bullet, which we believe will give us an edge in the future. By exploring innovative approaches and amplifying them across our platforms, we aim to boost our monetization potential.

The Bullet app plans to utilize various aspects such as AI-driven customization and cost adjustments, game elements aimed at increasing user engagement via incentive systems, and content production channels created by individual artists and studios for monetizing their creations.

The two founders of Bullet have extensive backgrounds in the media sector that they are bringing to this venture. Lalani boasts over 25 years of experience, having previously held top roles at Rediff.com, Network18, TV9, and Indian Express. Kushwah, a seasoned media-tech entrepreneur with 18 years under his belt, has worked with Zee Entertainment, Times of India, Network18, and ABP News. Together, they were initial team members at Fanory, a startup focused on creator monetization that received backing from prominent investors.

Over the past two decades, I’ve seen numerous changes in content, and I think we’re on the verge of another significant transformation,” Lalani stated. “Short-form content consumption has grown rapidly over the last few years, and with our new platform, Bullet, we plan to merge the appeal of this format with exciting, fast-moving narratives for users.

Kushwah stated: “The blend of creators, technology, and storytelling is transforming digital entertainment. At Bullet, we are constructing a platform that not only provides entertainment but also empowers. By incorporating gamified elements, AI-assisted operations, and a creator-focused environment, we’re defining the future of brief dramas in India – and worldwide.

The app will be accessible in various languages, leveraging Zee’s vast content database and linguistic capabilities. This multilingual strategy corresponds to the increasing need for localized content throughout India’s heterogeneous market.

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2025-06-09 14:17