Zee Entertainment-backed BULLET launches Trinetra AI for micro drama production

The launch marks a transition from general generative AI toward vertical, domain-specific intelligence for the streaming industry. By using Zee Entertainment's proprietary consumption data, BULLET is attempting to standardize 'hit predictability' for micro dramas—a format defined by speed and high volume. This move aligns with a broader industry shift where legacy broadcasters use specialized AI to defend market share against algorithm-native social platforms. For the ecosystem, it signal a maturing infrastructure layer that could professionalize India's fragmented creator economy. Watch for whether this reduces the customer acquisition cost for Zee's broader digital portfolio in Tier 2 and Tier 3 markets.

The launch of Trinetra AI arrives as India's micro drama market undergoes a massive valuation surge. According to reports from Lumikai in March 2026, the domestic segment is currently valued at $300 million but is projected to reach $4.5 billion by 2030. This growth is increasingly attracting the attention of legacy media players; in February 2026, Exchange4Media reported that Zee5, Amazon MX Player, and Hoichoi have all scaled ultra-short narrative investments to capture a projected 150 million viewers. The divergence in the market is becoming structural: while long-form OTT consumption is shifting toward Connected TVs, micro dramas are almost exclusively mobile-first, with 55% of viewers coming from rural markets and rural towns.

Zee Entertainment is simultaneously reinforcing its technical leadership at the group level to support these AI initiatives. Per IndianTelevision in June 2026, the company recently reappointed Tejkarran Singh Bajaj as Business Head for AI and Innovation. Bajaj, who previously led originals at Jio Studios, is tasked with integrating AI across Zee’s content discovery and monetization stacks. This leadership change follows a broader rebranding of Zee5 in mid-2025, which prioritized AI-powered personalization. Recent COTT Analytics data from May 2026 confirms the segment's traction; BULLET recorded over 467,000 unique viewers during that month alone, trailing only engagement leaders like ReelShort and JioHotstar’s Tadka in the competitive vertical drama space.