Israel Entertainment to Invest Millions in Micro-Drama Content
Translated & summarized from Globes by baba
The story in 6 lines · by baba
- Israel Entertainment will invest millions in micro-dramas by 2027.
- New content is designed for social media platforms.
- Yael Filibovich will lead the new micro-drama department.
- The company sees growth potential in the shorts market.
- Micro-drama production offers commercial flexibility.
- Other Israeli media companies are also investing in this format.
Three months after Asaf Rappaport acquired a 60% stake in Israel Entertainment's parent company, Z Platform, for 80 million shekels, the group announced plans for significant investment in short-form content and micro-dramas. The company intends to invest millions of shekels in these productions by 2027, with some formats already in development. This expansion will be managed by a dedicated department headed by Yael Filibovich, who previously led the company's video production and TikTok platform.
The new content is designed for social media consumption. Israel Entertainment has already seen success with its short-form reality show "Israel Matchmaking," which garnered approximately 35 million views on Instagram and TikTok, and is preparing to film its second season. Additionally, the group is launching a new docu-reality series starring Michal Hakatanah and Yehuda Bohbot, produced by Yoav Gross Productions, which will feature one-minute episodes under the "Israel Shorts" banner and represents an investment of hundreds of thousands of shekels.
David Anolik, CEO of Israel Entertainment, stated that the company is expanding its presence in the shorts market as part of its digital content growth strategy. He emphasized the goal of producing high-quality content that strengthens audience connection and the brand, while also developing business models from marketing content to commercial collaborations.
Emily Makov, Chief at Israel Entertainment, added that the shorts format offers a different storytelling approach, with fast-paced, minute-long episodes tailored for social media, authentically capturing personal moments.
The micro-drama market has been growing in Israel, with other players like Keshet 12 producing short, vertical episodes for social media, costing significantly less than traditional television productions. Companies like Yad2 have also entered the space with commercial micro-dramas, such as "The Hand of Fate," focusing on strategic impact rather than sheer viewership. Buzz Code Digital Media, owned by Avi Ben Tal and Shalom Assayag, is also reportedly negotiating to acquire digital assets from Icon Israel, planning two series each costing several hundred thousand shekels.
The micro-drama market currently lacks regulation, offering significant commercial flexibility compared to television. Productions often involve commercial partners, facilitating both creation and revenue generation.