The Banijay Productions Germany is entering the growing market for microdramas, thereby expanding its fiction portfolio in a targeted manner. The background to this is the increasing importance of short-format, mobile-optimised series, which have already established themselves internationally - particularly in the USA and Asia - as an independent business model.

The company's first German project is designed as a new-adult micro-drama and comprises 28 episodes. It was developed under the direction of executive producer Imke Runde. A key feature of the production is the close collaboration with high-reach creators: eight participating social media personalities together contribute more than 33 million followers and are an integral part of the marketing strategy.

Banijay is thus pursuing an approach in which content is not produced in isolation, but rather is conceived together with distribution channels from the outset. The combination of content development and digital reach marks a clear departure from traditional production and evaluation logics.

The move should also be seen in an international context: The parent company Banijay Entertainment is already driving the development of microdrama formats in several markets. While Germany is still in its infancy in this segment, the entry of a major producer indicates that the format could also become more established in this country.

With the new project, Banijay is positioning itself at an early stage in a market that is closely linked to changing viewing habits and the increasing mobile use of moving image content.