India’s micro drama (or vertical video) industry is a fast-moving and evolving market with, as yet, few clear winners, delegates at Waves Film Bazaar were told on Monday.

“Audiences are scared of commitment because there is so much choice. We are accustomed to mindless scrolling and some businesses have managed to monetise this,” said Tarun Sawhney, APAC president of Shorts TV. “This is just the beginning.”

“So far, romance, CEO and drama [genres] have dominated, but audiences are already getting tired of these. They are ready for more mature and wider genres. That’s why thriller and horror-mystery are growing,” said Vijay Koshy, president of The Viral Fever, a 13-year-old high-volume production company that has weighed up, but not yet plunged into, micro dramas.

“Mills & Boon [romance]

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