For the first time in Russia, NMG will launch vertical micro-dramas on television

For the first time in Russia, the National Media Group (NMG) is putting vertical micro-dramas on television. On July 3, the CHE! TV channel will start showing short vertical series, a genre that previously existed exclusively in the digital environment.

The experimental slot "Love Vertically" will appear in the grid with four mini-series, previously available only on the online platform "Stories": "Pregnant by an oligarch", "Boss for one night", "Twins. The struggle for the heir" and "A goal right in the heart."

The viewers of the TV channel are waiting for a dynamic plot and maximum emotions in every minute of watching: love, intrigues, family secrets, struggle for inheritance, unexpected twists — all that microdramas have come to love on mobile platforms.

The vertical format is one of the fastest growing segments of media consumption in the world. CHE! integrates this trend into the television environment, creating a new niche at the intersection of mobile and traditional viewing. Micro-dramas consistently attract a wide audience on the Stories platform: viewers return to new episodes, and interest in the format continues to grow.

"CHE! TV channel has always been open to new formats and the release of vertical micro—dramas on the air is a conscious experiment that logically continues our strategy. We can see how audience habits are changing: people increasingly prefer short, dynamic content. Microdramas respond to this request — they are created at such a pace to hold attention from the first second. Now we are bringing this drama to the big screen, giving viewers the opportunity to gain a new experience," said Elena Karpenko, general producer of the Stories platform, director of the CHE! TV channel.

"Microdramas are content that viewers watch on the go — on the way, in line, during a break. But a good story deserves a big screen, no matter what format it was originally created for," she added.

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On May 25, NMG announced the launch of a new original series in the genre of short vertical content. Microdrama "The Twins. The struggle for the heir", as well as the previously released TV series "Pregnant by an oligarch", "Boss for one night" and "Goal right in the heart", will be exclusive to the Storys platform.

The melodrama of 64 short episodes tells about the unusual fate of the sisters. Dasha finds a twin and persuades her to seduce a rich heir in order to free herself from the captivity of despotic guardians.