Sun TV Network Enters Vertical Micro-Drama Space with Launch of Sun NXT Shorts

Media and entertainment conglomerate Sun TV Network has announced the launch of Sun NXT Shorts, a new vertical video offering tailored for micro-drama and short-form content consumption.

Built directly into the company's existing OTT platform, Sun NXT, the service debuts with an initial library of approximately 150 titles across all South Indian languages. The catalogue features an even mix of original titles, network movies and TV shows, and international titles re-formatted specifically for vertical viewing.

As part of its strategy, the group plans to re-imagine commercially successful feature films such as Endhiran, Ayan, and Thiruchitrambalam, alongside popular television serials like Ethirneechal, Kayal, and Sundari. These properties will be converted into high-frequency, episodic formats designed for modern snackable viewing.

Speaking to businessline, Rakesh CK, Head of Sun NXT, noted that while micro-dramas and vertical content had been evaluated for some time, the company waited until it had clarity on the segment's viability as a substantial business before entering the market.

Sun TV Network enters the vertical drama space amid growing activity from major industry players, who have introduced similar offerings such as JioHotstar’s Tadka, ZEE5’s Bullet, Tata Play’s Shots, and Amazon-owned MX Player’s MX Fatafat.

Rakesh emphasized that Sun TV’s regional focus will serve as a key differentiator against national competitors. He stated that national platforms often split their attention across broader national ambitions, whereas Sun TV maintains a distinct focus on southern audiences.

To adapt existing intellectual property, the network will alter the presentation of horizontal content by placing greater emphasis on close-ups and personal shots. The technical format has also been designed to remain viewable on traditional television screens despite the vertical orientation.

During the initial rollout phase, the shorts will be made available for free to users, with subscriptions planned as the eventual monetization route.

Kaviya Maran, Executive Director at Sun TV Network, described the launch as a strategic response to shifting consumption habits, noting that audiences are interacting with content across multiple screens in shorter bursts. She highlighted the network's asset base of 65,000 hours of content and established distribution network as foundational advantages for the new format.

The launch of Sun NXT Shorts follows the recent introduction of KadhaiShorts, a micro-drama platform launched by the Maran Group.

"Sun TV Network's entry into the micro-drama segment highlights how legacy media companies are adapting to changing consumer viewing habits across mobile screens. By utilizing an existing library of tens of thousands of hours of regional content and re-formatting it for vertical viewing, the company is leveraging its core asset base to target younger demographics. For traditional media houses, pivoting towards bite-sized, snackable content formats is becoming a necessary strategy to capture user attention in a competitive digital entertainment market." — Dr. Shishir Gupta, Founder & CEO, StartupLanes