Short-Form ‘Microdramas’ Win Growing Support at TelevisaUnivision
JCPenney Takes a Leap into Short-Form Storytelling
JCPenney is taking a bold step into the world of short-form storytelling, hoping to tap into a new audience and create long-term benefits for the brand. Partnering with Spanish-language media giant TelevisaUnivision, the retailer has developed a short-form “microdrama” series that will unfold over five episodes, each just 90 seconds long. This innovative approach is set to appear on Univision’s TikTok and Instagram channels, as well as JCPenney’s own platforms such as YouTube and Pinterest.
The decision to venture into short-form content comes as TelevisaUnivision focuses on catering to a new generation of viewers who are increasingly drawn to quick-hit videos. Tim Natividad, president of U.S. advertising sales and marketing at TelevisaUnivision, describes the new series as being just as dramatic as traditional telenovelas, but tailored to the mobile format preferred by millennials.
JCPenney’s interest in this concept reflects a broader trend in the media industry, where platforms like TikTok and Meta’s Reels have gained popularity with younger audiences. While monetizing short-form content has presented challenges in the past, JCPenney saw an opportunity to engage with customers in a more direct and meaningful way through storytelling.
Marisa Thalberg, executive vice president and chief customer and marketing officer at Catalyst Brands, which operates JCPenney, emphasizes the importance of connecting with the Hispanic audience through this new series. By partnering with TelevisaUnivision, JCPenney aims to convey a message about the value of gifts and the holiday season, resonating with viewers across generations.
TelevisaUnivision has been at the forefront of the short-form content trend, launching numerous series on its ViX streaming service. The company plans to increase its investment in microcontent, with up to 100 original projects expected in 2026. Advertisers are also taking notice of this trend, recognizing the potential to reach audiences through bite-sized storytelling.
In addition to entertainment, the new JCPenney series will feature shoppable elements, allowing viewers to purchase products featured in the episodes. Developed by Asi Studios, TelevisaUnivision’s branded content studio, the series promises to offer a unique and engaging experience for viewers.
As the media landscape continues to evolve, brands like JCPenney are adapting to the changing preferences of consumers. By embracing short-form storytelling, JCPenney hopes to not only capture the attention of a new audience but also drive engagement and loyalty among existing customers. With the support of TelevisaUnivision, the retailer is poised to make a splash in the world of microcontent and create a memorable holiday experience for viewers.
