National Media Group is bringing vertical microdramas to television for the first time in Russia. Starting 3rd July, TV Channel CHE! will begin airing short-form vertical series — a genre that has until now existed exclusively in the digital space.
The schedule will feature an experimental programming slot titled “Love Vertically”, showcasing four mini-series previously available only on the «Stories» online platform. Viewers can expect fast-paced storytelling and high emotional intensity in every minute, including romance, intrigue, family secrets, inheritance battles, and unexpected twists — all key elements that have driven the popularity of microdramas on mobile platforms.
The vertical format is one of the fastest-growing segments of global media consumption. CHE! is now integrating this trend into the traditional television environment, creating a new hybrid space between mobile-first and linear viewing. On the «Stories» online platform, microdramas have consistently attracted strong audiences, with viewers returning for new episodes and demand for the format continuing to grow.
“CHE! has always been open to new formats, and bringing vertical microdramas to TV is a deliberate experiment that naturally extends our strategy. We see how audience habits are evolving: viewers increasingly prefer short, dynamic content. Microdramas respond to this demand — they are designed to capture attention from the very first second. Now we are bringing this storytelling approach to the big screen, offering viewers a new viewing experience,” commented Elena Karpenko, General Producer of the «Stories» online platform and Director of TV Channel CHE!.