A+E Global Media and Lifetime are building on their commitment to vertical storytelling with a slate of micro-dramas and new digital viewing opportunities.
A+E recently debuted a new MyLifetime.com experience featuring vertical, chapter-ized content, offering three original Lifetime vertical films from Microhouse Films, and seven titles adapted from A+E Global Media’s library.
New vertical titles will roll out every two weeks on the Lifetime app with additional access available on MyLifetime.com. The app will showcase up to seven originals by end of year, including two holiday-themed verticals from vertTV and will be sponsored.
A+E has also adapted nearly 200 titles from A+E Global Media’s content library into chapter-ized, vertical micro-drama formats that will also be available to partners, beginning next week at MIPCOM.
“Micro-dramas are one of the most dynamic and exciting areas of growth in entertainment, and Lifetime is proud to be an early and meaningful participant in that evolution,” said Elaine Frontain Bryant, EVP and head of Programming, A&E, Lifetime and LMN. “Our opportunity is not simply to introduce a new format, but to define its role within the Lifetime ecosystem in a way that strengthens our brand, deepens fandom and gives audiences another way to experience the stories they already love. With original series, library titles and new brand-supported projects rolling out through the Lifetime app on mobile and MyLifetime.com, we are building a strategy that spans premium storytelling, audience engagement and global distribution.”
“By adapting 200 titles into premium micro-drama formats, we are extending the reach and value of proven IP while creating new opportunities for mobile-first audiences, platforms and distribution partners,” said Brian Weiss, EVP, Strategy, A+E Global Media.
The initial launch slate includes Microhouse series Tides of Temptation, Matched With a Murderer (pictured), and His Lies Taste Like Love.
Tides of Temptation, executive produced by Taye Diggs, Autumn Federici and Shelby Stone, is a digital companion to Lifetime’s upcoming original movie Terry McMillan Presents: Paradise with You, which debuts on November 7.
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