From television serials that once dominated living-room screens with daily episodes and never-ending plot twists across years, entertainment is evolving and being repackaged into bite-sized, two-minute episodes. In an age of shrinking attention spans and mobile-first viewing habits, storytelling is adapting to suit the taste of viewers who consume stories one swipe at a time.
KadhaiShorts, a micro drama platform launched recently, aims to bring vertical story telling packaged into snackable two-minute episodic content to the Tamil audience across the world.
With about 100 originals in production, the platform currently houses a specially curated lineup of Tamil ‘Kutti Series’, spread across six intriguing genres, and plans to soon launch shows across Telugu, Kannada, Hindi, Malayalam, and Bengali. KadhaiShorts marked Maran Group’s entry into new-gen entertainment.
Actor Rohini Molleti has written and directed a mini-series ‘Aval=Avan?’ with a runtime ranging from one to five minutes per episode. Speaking to The Hindu, she said: “The series talks about discourses we avoid in society, raising questions about equality and mutual respect, particularly in relationships. The story features two couples in different age groups and how they handle relationships. I am happy to explore this interesting storytelling platform that align with changing viewing habits.”
While she believes that vertical storytelling and mobile-first content represent the future of audience consumption, she noted that such formats cannot replace cinema. As viewing behaviour shifts towards phones, storytelling too has adapted to connect with audiences. “Younger audiences are ahead of us in the way they consume content. The series will relate to all age groups,” she said.
Another microseries ‘Kooraipalliyum Kavithavum’ directed by Geeta Ilangovan revolves around Kavitha, a selfless homemaker whose life revolves around serving her family, rediscovering her long-lost passion for music. The series, which has 41 episodes, will soon be dubbed in other languages.
As part of its launch strategy, the platform has introduced a pay-per-series pricing model, starting at ₹20, aimed at making hyperlocal digital entertainment affordable and easily accessible for viewers.
Karan Dayanidhi Maran, Vice Chairman, Maran Group, and Founder of KadhaiShorts, said, “Audience behaviour has changed. The entertainment industry is now catching up to that shift. We see micro-drama not as a passing trend, but as the next major entertainment format built for mobile-only consumption. With KadhaiShorts, we are entering it to lead.”
The platform will release 10 new vertical micro-dramas every month. Sabarish Venkat, CEO, KadhaiShorts, said the platform has adapted the emotional continuity and habitual engagement of television serial culture into a mobile-only entertainment format built for current-generation viewing habits. Mobile-only entertainment is now building personalised viewing behaviour across individuals.
KadhaiShorts has also introduced KadhaiClub that is focused on creating the next generation of entertainment professionals and storytellers for vertical filmmaking. The initiative already has over 12,000 members. By March 2027, KadhaiShorts aims to onboard over 200 professionals.
It is also exploring storytelling-led brand integration models where brands become part of narrative environments rather than interrupting audience experience through advertising.
For many young women dreaming of a career in cinema, the path to the silverscreen often begins with an opportunity to be seen. Aiming to discover the next leading lady of Tamil cinema, Zee Tamil is bringing back its acting reality show ‘Mahanadigai’ for a second season, promising bigger challenges and a chance for aspiring performers to showcase their talent.
Acting reality show ‘Mahanadigai’ returns for a second season, promising bigger challenges and a chance for aspiring performers to showcase their talent | Photo Credit: Special Arrangement
Following the success of its inaugural season, Mahanadigai returns with a renewed focus on identifying acting talent from across Tamil Nadu. The show has started premiering Sundays at 8.30 p.m.
Through auditions conducted across the State, contestants were selected to compete in a series of acting-based challenges that test their emotional range, screen presence, improvisation skills, and versatility.
Veteran actor Radhika Sarathkumar and actor Swasika are serving as judges. With their extensive experience, they would mentor participants and evaluate their performances as they progress through the competition.
Popular radio jockey and television host RJ Vijay is anchoring the show. During a recent episode, the participants recreated performances from some of the cult classic Tamil songs. With emotional performances, inspiring journeys, and intense competition, Mahanadigai aims to blend entertainment with opportunity, offering a platform where talent could translate into a career in front of the camera.
Published - June 03, 2026 11:46 am IST
Source: The Hindu - India News
