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

The launch marks a strategic pivot toward 'content-tech' for legacy players like Zee Entertainment, aiming to industrialize the high-velocity micro drama format. By providing predictive intelligence alongside production tools, Bullet addresses the fragmentation and high failure rates common in ultra-short-form content. This move places Zee in direct competition with specialized AI content startups and global short-form giants by leveraging its proprietary local-language data. Watch for Bullet’s conversion rates and content completion metrics, as micro dramas currently claim over 90% completion rates in India, signaling a major challenge to traditional OTT engagement models.

The micro drama segment in India has expanded rapidly, reaching an estimated $300 million market value in mid-2026 after generating more revenue in its first year of adoption than many legacy OTT platforms, per Fortune India (March 2026). Industry reports from Lumikai and FICCI-EY (March 2026) project the category will grow 50% annually, potentially reaching $4.5 billion by 2030. This growth is driven by mobile-native consumption in Tier-II and Tier-III cities, where nearly 75% of users originate and 50% prefer native-language content. Bullet’s entry into AI-powered production aligns with a broader industry shift toward 'industrialized' content creation to meet this demand.

Competition is intensifying as major streaming players pivot to vertical formats. Per The Hollywood Reporter India (June 2026), JioHotstar launched its 'Tadka' micro drama vertical in April 2026, while Amazon Prime Video introduced 'Fatafat' in March 2026. Data from COTT Analytics noted that in May 2026 alone, viewers spent over 1,600 lakh minutes watching the top ten micro drama titles. Bullet recorded 4.67 lakh unique viewers during that period, trailing leaders like JioHotstar and ReelShort. The adoption of Trinetra AI is Zee's attempt to regain an edge through volume and data-backed efficiency.

ZEEL’s strategic focus on Bullet and Trinetra follows its post-merger breakdown transition into a technology-driven powerhouse. According to matrixbcg (March 2026), Zee is prioritizing ROI-driven digital initiatives, targeting a 15% reduction in operating expenses via cloud and AI automation by the end of 2025. CEO Punit Goenka confirmed in June 2026 that the company is expanding investments in Bullet alongside Zee5 to build 'engines of growth' beyond traditional broadcasting, utilizing AI greenlighting to reduce content failure rates and improve commissioning returns.