Japanese broadcaster Nippon TV has launched Viral Pocket, a new division focused on vertical video and the growing microdrama market. The move comes as short-form content gains popularity and builds on the success of Nippon TV’s drama “We are Coy Every Day,” which has garnered over 2.6 billion organic views since its debut in March 2023.
Vertical Video Strategy
Viral Pocket will focus on three key areas: developing original content, providing full-scale vertical video production, and offering marketing support to brands and agencies. The division has already partnered with Nissui, a Japanese food company, and generated over 10 million organic views in two weeks with content addressing food allergies.
AI and Content Creation
In a separate development, Eros Innovation has launched Eros Universe, an AI-powered platform for creators. Built on what the company calls Large Cultural Models (LCMs), the platform aims to incorporate cultural context and storytelling into AI-generated content. Eros Universe is trained on over 1.5 trillion rights-cleared tokens from 50 years of cinematic and musical assets, and boasts a library of over 12,000 films and 100,000 characters.
Eros Innovation founder Kishore Lulla stated that the platform is designed to allow creators to participate in the digital economy while preserving the cultural value of Indian storytelling.
Frequently Asked Questions
What is Viral Pocket?
Viral Pocket is a new vertical video division launched by Nippon TV, focused on the microdrama space.
What is Eros Universe?
Eros Universe is an AI-powered creator economy app launched by Eros Innovation, designed to embed cultural context into AI-generated content.
What kind of content will Viral Pocket produce?
Viral Pocket will focus on original IP development, end-to-end vertical production, and KPI-driven marketing support for brands and agencies, as demonstrated by their partnership with Nissui.
Will these new platforms lead to further innovation in short-form video and AI-assisted content creation?
