Fox adapts 'Farmer Wants a Wife' into 101 vertical microdrama episodes
Fox is adapting "Farmer Wants a Wife" Season 3 into 101 vertical, 2-minute microdrama episodes for Holywater's My Drama app. This initiative explores new mobile-first consumption models for unscripted content and expands Fox's presence in vertical video, leveraging its equity investment in Holywater. The microdrama will be promoted with a QR code during the S4 finale, offering in-app currency for viewing, alongside free ad-supported availability on Tubi and Hulu.
Key Takeaways
- Fox re-edited "Farmer Wants a Wife" Season 3 into 101 two-minute vertical episodes.
- The microdrama will launch June 9 on Holywater's My Drama app, alongside the S4 finale.
- A QR code during the S4 finale scan will provide enough My Drama coins for free viewing.
- The full S3 microdrama aggregates to just under 2.5 hours of content.
- Fox made an equity investment in Holywater, a Ukrainian vertical video firm, last year.
Why It Matters
Fox's foray into microdrama with a popular unscripted show signals a test of new consumption models for established IP on mobile. By breaking down a full season into 2-minute vertical segments for the My Drama app, Fox aims to gauge audience engagement outside traditional linear and OTT platforms, particularly in the romance genre. This move leverages Fox's investment in Holywater and expands its vertical video strategy. Observe if other broadcasters begin reformatting existing unscripted series for microdrama platforms, and if this experiment yields measurable audience or monetization gains for Fox.
Read full article at msn.com
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