What was the last micro-drama series you watched on the go, and before reaching the destination, you didn’t even realise that you finished the whole season? This new form of transformed entertainment is not only attracting Gen Zs, but also our family’s retired people who send Good Morning every day on WhatsApp, are enjoying it. 

Third Eye Blind Productions, a leading micro-drama production company in India, would like to share some invaluable insights into the entertainment industry.

What is Micro-drama?

It is an adapted medium of entertainment for a mobile-first drama content audience. You must’ve realised that you bought all OTT apps subscriptions, but it’s been a long time since you watched a TV series sitting on the couch for hours. Meanwhile, you scroll through short-form content like reels/shorts. As a result, you’re not satisfied with the OTT service. 

The filmmakers are collating these reels/shorts, packaging them into a bite-sized drama series of 1 to 3-minute episodes in a vertical format, built to be mobile-friendly. Each season could feature 25-30 episodes, totalling 1-1.5 hours of watchable content.

Micro-drama production in India is a booming content category and has witnessed unbelievable growth in China and the U.S. over the past 3-4 years.

Stop the scroll: What Makes or Breaks Short-Form Content

Today, the biggest challenge in short-form drama series is what not to show. If that is sorted out, then you win half of the battle because if you expect prolonged engagement, then it depends on the matter of the content, no matter how high-budget marketing you do.

When it comes to content creation. It’s about:

• Timely delivery
• Resonance with the trend 
• Quantity of the content
• Quality of the content

The competition is on the creative landscape where a thumbnail and the topic of the OTT micro content need to be appealing, the content becomes secondary, and this all happens in an instant of time. The media production houses are focused on finding trigger points of the audience. It’s a relay race of making and delivering first on whatever is happening around us, and it also depends on whose product (content) stands out.

Short-form content is the game of undercommit & overdeliver. A creator or influencer who can be consistent will be the face of many brands.

The entertainment business is revolutionised

Platforms in a hierarchy are adapting to this big phase of short-form drama series. To keep it in simple words, Instagram is acting like a captain of the ship, and micro drama production companies are officers. 

Recently, Instagram has released a micro-drama series in India titled Party of Two, nudging Gen Z audiences and encouraging creative expression. The series follows the daily life of two roommates with opposite personalities and different ways of expressing creativity. 

• The series launch is a part of Instagram’s ‘Anyway Campaign’ 
• It focuses on self-expression without hesitation. 
• It gels with the vision of the campaign while reflecting everyday life and cultural trends.

On the launch of the series, the Director of Meta India addressed that, as Instagram turns 15 this year, they’ll be investing more in cultivating creative expression than ever before. Adding to it, he hopes the Instagram reels series production gets a positive response in the form of reposts (new feature) as the content taps into Gen Z’s everyday experiences.

Listen TBH is also a platform created by Viral Fission, an agency. This platform exports its OTT micro content everyday at 11 pm. Why 11 pm? Because the young generation finds this time as ‘no interruption’. 

Observing this movement, every sector brand wants its product/service to be watched by its respective audience. To accomplish this, they need a marketing agency and a production house that understands their campaign. Third Eye Blind Productions excels in mini-web series production in India and influencer marketing and is backed by experts in production management and content creation.

Whether it be:

• Budget planning
• Location scouting
• Casting influencers for an ad campaign
• Logistics management
• Content editing & sound mixing, and more

Apps specially developed for mini web series

Short-form content platforms such as Reels and Shorts have seen massive growth over the past 4-5 years. 

• These platforms often find it challenging to engage users emotionally.
• They have found users report as ‘not interested’. 
• They have observed that people desire to change the content suggested.

Therefore, specific OTT micro content apps emotionally engage these attention-deficit consumers through bite-sized storytelling and relatable characters.

Here are some apps specially curated for mini-web series:

Flick TV: It aims to become the first choice in OTT to watch micro drama content, similar to how Hotstar has embarked on live sports, or Prime Video with movies and TV series. 

Bullet: It is India’s first micro drama app, powered by ZEE. It provides content in 7 languages.

 Kutingg: A subsidiary of Balaji Telefilms. This is an all-in immersive vertical video content app where you can enjoy different genres of shows.

Why produce your micro drama with us?

Third Eye Blind Productions has been a leading production house offering marketing services, ready to publish micro drama films, in this changing form of entertainment. If you’re looking for an agency whose expertise will outperform the micro drama industry, then you’re just a mail/call away.