JC Penney is betting on short stories and expecting long-term returns.
Spanish-language media giant TelevisaUnivision created a short-form “microdrama” for the retail giant. The story is told in five scripted episodes, each just 90 seconds long. The program, which will be published on Univision’s TikTok and Instagram channels, as well as JCPenney’s own platforms, including YouTube and Pinterest, comes as TU focuses more on miniature forms of entertainment for a new generation of viewers who are increasingly uncomfortable scrolling through instant hit videos.
Tim Nativida, president of U.S. advertising sales and marketing for Televisa Univision, said in a recent interview that the new series is “as drama-inducing as the TV novels that older generations grew up watching, but in the short-form mobile format that millennials gravitate towards today.”
JC Penney’s interest in the concept (the retailer is telling a holiday-themed story about the importance of gift giving, regardless of price) definitely gives traditional media hope that it might win the bite-sized battle. Instant hit videos are the driving force behind the rise of the likes of TikTok and Meta’s Reels, and are something the media industry has been trying to monetize for years through efforts from Quibi to Vine. Young consumers are increasingly paying attention to such outlets, which always have different video snippets available. However, incorporating commercials into new behaviors can be tricky.
On some platforms, videos may be obscured by advertiser “overlay” graphics that appear before the on-screen action. Additionally, some video publishers use a format that essentially places what the user was watching along with a few seconds of advertisements.
JC Penney was interested in creating a more direct connection with potential customers. “This holiday season, we are reminding people that what you give and what you get is more important than how much you pay, because we know how important great value is to our customers, especially at J.C. Penney.By partnering with Televisa Univision, we especially We collaborated on new ways to tell that story to resonate with a cross-generational Hispanic audience,” said Marisa Thalberg, executive vice president and chief customer and marketing officer at Catalyst Brands, which operates J.C. Penney and other retailers. “Whether they grew up watching telenovelas or are just now discovering telenovelas, this format has given us permission to lean into entertainment, humor, and yes, a little bit of melodrama. At the same time, we’ve been able to get the point across about what J.C. Penney has to offer.”
TeleviaUnivision has launched dozens of short-form series on its ViX streaming service, but it’s not the only old pro getting into the space. When ESPN announced its much-hyped new “ultimate” streaming service earlier this year, it also announced a new interactive version of “SportsCenter” perfect for young sports enthusiasts with limited time. “SportsCenter for You” has no anchor or intro. It offers a quick succession of clips, including key plays and short reports from correspondents, all narrated by Hannah Storm or a handful of other ESPN personnel and enhanced by AI. ESPN calls the rapid-fire clip “Birth.” Meanwhile, the new Fox One streaming service has a “Shorts” feature that allows users to dive into their favorite topics and shows in a series of decaying video vignettes.
TelevisaUnivision entered the field early. Nativida said that during this year’s “Upfront” market, the company offered sponsorships related to new sources of “microdrama” for 30 different titles. “We’re going to increase our investment in microcontent next year,” he says, estimating the number of original projects to reach “up to 100” by 2026. “In fact, not only do we have audiences engaging with micro-content, but brands are coming to us and saying, ‘Look, I see this trend.’” Citing internal research, he estimates that the average user watches more than 20 “micros,” each just one minute long, during a typical session.
The new J.C. Penney series adds other elements to the mix. This show will be “shoppable.” This means that viewers who see a particular product during a retailer’s new series will be able to jump to a venue where that product can be purchased. The new show was developed and produced by TelevisaUnivision’s branded content studio, Asi Studios.
The company is open to doing more standard offerings, such as ads that run before, during, or after the “micros” streamed on ViX. But series that are tailor-made for advertisers seem to have more appealing factors, like talent. Nativida said that this idea “has already been discussed, and there are several other ideas that we are currently working on that I cannot reveal yet.” He said advertisers have inquired about the possibility of hiring some of the panelists on the afternoon talk show Desiguares.
Nativida said advertising costs associated with the ever-increasing amount of microcontent will be added to the amount paid upfront. “This is a bit of an Easter egg for businesses,” he added. TelevisaUnivision, like other media companies, should be hoping there’s more room for Madison Avenue to focus on content built for people with short attention spans.
