Jana Winograde's New Microdrama Studio MicroCo Encourages "Joyscrolling Instead of Doomscrolling"

Jana Winograde has expressed her surprise at the overwhelming interest in her new microdrama studio, MicroCo, with numerous leading talents and intellectual property (IP) holders reaching out, she shared today. The former Showtime and ABC executive, who took charge of the new venture alongside Susan Rovner, Cineverse, and Lloyd Braun's Banyan in August, provided insights into the studio's developing strategy at Content London.

According to Winograde, the response to MicroCo has been unexpectedly high, with approaches not just from talent but also from those holding IPs that align well with the studio's vision. She remarked, "The level of interest is staggering. It's not just about talent, but also about IP that fits perfectly with our format." She added that the rising demand for fresh content and the increasing challenges faced by traditional media have led people to view MicroCo as something novel and exciting, with the potential for long-term success.

Winograde first began thinking about microdramas with her longtime friend Rovner, who is the Chief Creative Officer at MicroCo. They sought to combine their "complementary skills" to develop a unique approach. The studio's aim, Winograde explained, is to focus on "fun and entertaining" content that promotes "joyscrolling, not doomscrolling." MicroCo intends to embrace the "gamified, hook-driven" style of microdramas, while still striving to tell quality stories that are more accessible and less intricate than typical streaming content.

"We're not aiming to produce premium TV," Winograde clarified. "Our goal is to tell stories for a different kind of audience, one that behaves differently than the typical streaming viewer." MicroCo plans to create content within popular genres like romance, romantasy, horror, thriller, animation, and unscripted formats. This will range from true crime documentaries to lighthearted reality shows.

The company is particularly focused on horror, capitalizing on Cineverse's expansive audience, which has cultivated one of the largest horror fanbases. Cineverse's advanced technology will also play a key role in helping MicroCo tap into these fan communities, Winograde noted.

MicroCo aims to keep production costs manageable. Winograde shared that costs had ballooned during her time in traditional TV, so the studio will focus on producing 60 to 90-minute episodes within just seven to eight days. This quick turnaround will be paired with an efficient production model, using third-party services initially, before transitioning to in-house production later.

Winograde also emphasized the integration of artificial intelligence (AI) into the studio's operations, describing it as a "double helix" that fuses content with technology. AI will enable MicroCo to gather detailed data on each show, allowing for precise minute-by-minute insights and improved content recommendations.

Looking to the future, Winograde is optimistic about the growth of microdrama. She envisions a time when every genre will have its own niche for microcontent. "I believe that every genre will eventually find a way to incorporate microcontent," she concluded.

Author: Olivia Parker