"Spanish-language media giant TelevisaUnivision has created a short-form "microdrama" for the large retailer, a story told over the course of five scripted episodes, each just 90 seconds in length. The program, which is slated to appear across Univision's TikTok and Instagram channels and JCPenney's own platforms, including YouTube and Pinterest, launches as the result of TU focusing more intently on entertainment in miniature for a new generation of viewers increasingly open to scrolling though quick-hit videos."
"Quick-hit videos have fueled the rise of TikTok and Meta's Reels, among other venues -and are something the media industry has been trying to monetize for years via efforts ranging from Quibi to Vine. Younger consumers are putting increasing focus on such outlets, which always have another video snippet at the ready. Tucking commercials into the new behavior, however, can be unwieldy."
TelevisaUnivision produced a five-episode short-form microdrama for JCPenney, with each episode lasting 90 seconds and distributed on TikTok, Instagram, YouTube, Pinterest and JCPenney channels. The series adopts a telenovela-like emotional tone in a condensed mobile format to appeal to millennial and younger viewers who prefer quick-hit videos. The story centers on a holiday theme about the importance of gifts regardless of cost, aiming to create a direct connection between the retailer and potential customers. The initiative responds to the rise of TikTok and Reels and the media industry's ongoing challenges monetizing brief video formats and ad placements.
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