Global distribution operation aims to tap into surging interest in shortform scripted series
Chinese media and IP giant COL is launching a global distribution division that aims to tap into the rapidly increasing demand for microdramas.
The shortform scripted series, which are normally viewed vertically and often on mobile devices, have boomed in China over the past 18 months, with 2024 revenue from the medium now exceeding box office spending, according to local regulators.
Viewers in the US have also surged to the series - known in China as duanju - and COL is now expanding its sales operation with a library of more than 1,000 titles available to buyers.
Shows are available in both English and Chinese, with COL targeting broadcasters, streamers, telcos, and digital platforms with the serialised short-form content.
COL creates original IP and oversees production, as well as managing its own short-form video platforms including FlareFlow, Sereal+ and Unireel in Japan. It also has a stake in California-based Crazy Maple Studio, which owns popular US microdrama streamer ReelShort.
Among the distributor’s titles are From Rags to Rank One, a 105-episode historical epic that claims to have secured over 238 million views in one and averaged 77 minutes of watch time per user, surpassing 1 billion cumulative views in China.
Timothy Oh, general manager for COL’s Southeast Asia operations, is overseeing the expansion of the distribution arm and told Broadcast International that most of his shows run for between 90 to 120 episodes, with each episode lasting between one and three minutes.
“Microdrama platforms usually commission productions as part of their content roadmap, with each project evaluated against audience and performance data,” he explained.
“At COL, we leverage our own IPs (such as web novels) and insights from running our platforms to identify which stories will resonate best with specific audience segments. This data-driven approach guides what we ‘greenlight’ for production.”
Oh said that COL has already sold numerous shows into Asia and North America, with buyers including KukuFM, Vidio and TrueID.
”Interest spans a wide range - OTT platforms, app developers, telcos, and even broadcasters - but the level of market maturity varies by region. In Southeast Asia, for example, we’re seeing strong traction from OTT services and new app entrants eager to quickly build compelling content libraries. Our catalogue gives them proven, high-performing stories that work with their audiences.”
The company, which is based out of Beijing, also now has an office in Singapore and Oh said further expansion was in the works.
He added that rights to most titles are non-exclusive, allowing for country-by-country or regional deals. “For premium dramas, we may offer first-broadcast exclusivity within a defined window, after which the content becomes available for broader sale,” he added.
Oh described the shows as “significantly more cost-efficient and accessible” than other scripted product, with “the focus - and the value - lying in the strength of the story and the hook, which is what drives viewership in microdrama.”
The company also plans to use AI-powered production pipelines, with several AI-generated anime series already developed. Oh added that the company is actively integrating AI into production workflows to reduce time-to-market.
No comments yet