Nippon TV has launched Viral Pocket, a new division dedicated to vertical video production and micro-drama development, formalising the broadcaster’s expansion into the fast-growing short-form, mobile-first content market.
The Tokyo-based media giant said the division will leverage its track record in social-native storytelling to offer content IP development, full-scale production and marketing solutions for brands seeking engagement with young audiences.
Hirofumi Tanaka, president of content strategy at Nippon TV, said: “Short-form vertical storytelling has rapidly evolved from an experimental format into a primary mode of audience engagement, particularly among younger viewers. With Viral Pocket, we are consolidating our expertise in IP development, data-driven production and platform-native creativity into a dedicated structure that can serve both our own content ambitions and strategic brand partnerships. Our objective is to build sustainable franchises while delivering measurable results.”
The new unit builds on the broadcaster’s existing short-form slate, including We are Coy Every Day, which has generated more than 2.6 billion organic views since launching in March 2023. The series has become one of Japan’s most visible social media drama brands. Other titles include Chokotto Paa-chii, averaging more than one million views per episode on TikTok, and The Final Lesson – Only Survivors Graduate, which was recognised at the inaugural Asia Short-Form Drama Awards.
Viral Pocket will focus on three core pillars: original IP creation for vertical platforms; end-to-end production and project design optimised for mobile viewing; and marketing support built around performance metrics such as retention and completion rates. NTV also said Viral Pocket will also expand its ‘professionally generated content (PGC)” offering for commercial partners. A recent collaboration with food manufacturer Nissui integrated the brand’s egg-free products into a narrative centred on food allergies, generating 10m organic views in two weeks.
Founded in 1953, Nippon TV is one of Japan’s leading multiplatform entertainment companies and the owner of Hulu in Japan. The broadcaster retains ownership of approximately 90% of its content IP and distributes programming internationally across anime, ready-made programmes, formats and co-productions.
