Zee Entertainment Bets on Short-Form Video with Bullet Partnership
Indian Media Giant Targets Mobile Viewers with Micro-Drama App
Mumbai-based Zee Entertainment Enterprises is making a significant investment in the rapidly evolving world of digital entertainment, partnering with startup Bullet to launch a new application dedicated to micro-dramas. This move signals a strategic shift towards catering to the growing demand for bite-sized content among younger audiences.
Strategic Investment and Platform Integration
Zee will acquire a stake in Bullet, a company founded by serial entrepreneurs Azim Lalani and Saurabh Kushwah. The new platform will be seamlessly integrated into Zee’s existing ZEE5 streaming ecosystem, immediately providing access to its substantial user base. This integration is designed to accelerate growth and monetization opportunities.
The Rise of Micro-Dramas
Bullet is specifically designed for short-duration, vertical-format episodes, aiming to deliver “fast-paced, creator-driven content.” Lalani describes the platform’s goal as providing “masala-paced plots and emotional punch, tailored for binge-watching in short bursts.” The micro-drama format is gaining traction globally, particularly in Asia.
While India is relatively new to this trend, China has already seen explosive growth. Revenue from micro-dramas in China reached $6.9 billion in 2023, surpassing the country’s box office revenue for the first time, according to DataEye statistics. Projections estimate the Chinese market could reach $14 billion by 2028.
Adapting to Changing Consumption Habits
This strategic move by Zee comes as Indian audiences increasingly favor consuming content on mobile devices. A recent report by Statista indicates that mobile video consumption in India is expected to grow by 35% annually through 2027, driven by increasing smartphone penetration and affordable data plans. Statista – Mobile Video Consumption in India
A Content & Technology Powerhouse
A Zee spokesperson stated, “As the digital ecosystem grows exponentially, we are constantly identifying several value-accretive opportunities to drive scale.”
They further explained that “Our strategic partnership with Bullet aims to build a competitive advantage for the future by identifying innovative formats and scaling them through our platforms to drive stronger monetization.”
Platform Features and Creator Focus
The Bullet app will utilize several key features, including AI-powered personalization and content pricing. Gamification layers are also planned to enhance user retention through reward systems. Importantly, the platform will prioritize a creator-first ecosystem, allowing independent creators and studios to monetize their work.
Experienced Leadership
Both Lalani and Kushwah bring extensive media industry experience to the venture. Lalani has held leadership roles at Rediff.com, Network18, TV9, and Indian Express, spanning over 25 years. Kushwah, a media-tech entrepreneur with 18 years of experience, has worked with Zee Entertainment, Times of India, Network18, and ABP News. Both were founding members of Fanory, a creator monetization startup.
“Having witnessed multiple content revolutions over the past two decades, I believe we are now at the cusp of the next big shift.”
—Azim Lalani, Co-founder of Bullet
“The convergence of creators, technology, and storytelling is reshaping digital entertainment. At Bullet, we are building a platform that not only entertains but also enables. With gamified layers, AI-backed content ops, and a creator-first ecosystem, we’re shaping the future of micro-drama in India – and beyond.”
—Saurabh Kushwah, Co-founder of Bullet
Multilingual Reach
The app will be available in multiple languages, leveraging Zee’s extensive content library and linguistic capabilities. This multilingual approach is designed to cater to the diverse regional preferences within the Indian market and expand its potential audience.
