Israeli Entertainment Group Invests Millions in Short-Form Content Revolution
Translated & summarized from Ice by baba
Assaf Rappaport's "Israel Entertainment" group is investing millions in short-form content and micro-dramas, launching new series and expanding its digital presence. This follows the group's acquisition of a majority stake in "Israel Entertainment" for 48 million shekels.
The story in 5 lines · by baba
- "Israel Entertainment" investing millions in short-form content by 2027.
- New "shorts" department to be led by Yael Filipovitz.
- Docu-reality series starring Michal Haketana and Yehuda Buchbut launching.
- Reality show "Israel Matchmaking" achieved 35 million views.
- Assaf Rappaport's group acquired 60% of "Israel Entertainment" for 48 million shekels.
Assaf Rappaport and Merit Capital are significantly expanding their investment in short-form content through the "Israel Entertainment" group, following their acquisition of a 60% stake in the company. By 2027, "Israel Entertainment" plans to invest millions of shekels in producing short-form content and micro-dramas, with some projects already underway. A new department dedicated to "shorts" will be established, led by Yael Filipovitz, who previously managed the company's video operations and TikTok platform. These formats are designed for social media consumption, featuring brief episodes tailored for digital platforms.
The group has already seen success in this area. Their short-form reality show "Israel Matchmaking" garnered approximately 35 million views across Instagram and TikTok. A second season is in development, focusing on Sean Yafishin, a former contestant on "Big Brother," with an estimated production cost of 1 million shekels.
Additionally, "Israel Entertainment" is launching a new docu-reality series under the "Israel Shorts" brand, starring Michal Haketana and Yehuda Buchbut. Produced by Yoav Gross Productions, each episode will be about a minute long, with an investment of hundreds of thousands of shekels. The series' narrative has been impacted by the recent breakup of the couple, with filming having begun before the announcement. The show will reportedly address their separation and personal and professional lives.
This strategic move aims to broaden "Israel Entertainment" beyond its traditional role of covering the culture and entertainment scene. It aligns with a growing trend in Israel for micro-dramas characterized by short, vertical episodes optimized for social media. Rappaport's group completed the acquisition of "Israel Entertainment" in July, with Merit Capital purchasing 60% of its parent company, Z Platform, for approximately 48 million shekels, valuing the company at 80 million shekels. The deal includes an option for the buyers to acquire an additional 25% stake in the future.
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