Story TV has launched Story TV Dailies, a first-of-its-kind format in India featuring daily episodic microdrama serials produced exclusively in vertical video for smartphone audiences. The launch signals a significant evolution in how general entertainment content is packaged and consumed in the mobile-first era.

The format is designed specifically for viewers who traditionally consume television serials under the general entertainment category but are increasingly shifting their viewing habits toward smartphones. Unlike conventional OTT platforms that release episodes on weekly or multi-day schedules, Story TV Dailies delivers fresh episodes every single day – built to cultivate a daily content consumption habit at scale.

The initial slate launches with three shows – Jinn Ki Dulhan, Magic Pen Wala Hero and Mast Maula Zindagi – with future releases planned across mythology, fantasy and mystery genres. The Dailies format will occupy a dedicated section within the Story TV app.

GSN Aditya, speaking on the launch, described smartphones as the new television, noting that Indian viewers increasingly discover and consume content in short bursts on mobile. He positioned Story TV Dailies as a bold reimagining of the microdrama format – evolving it from standalone short-form content into an ongoing daily entertainment experience with continuous episodes and no wait time between releases.

According to the company, users currently spend an average of 90 minutes per day on the platform consuming microdrama content – a figure that underscores the appetite for this format among Indian mobile audiences.

Story TV positions itself as one of India’s earliest movers in the microdrama ecosystem, with Story TV Dailies representing its most ambitious format innovation to date.