JTBC is launching a short-form brand called JoyTBC.
JoyTBC, set to debut in April, is a newly introduced brand aimed at the era of short-form content. The name is a combination of Joy and JTBC, signifying the presentation of short, concise, and entertaining short-form content.
JoyTBC targets not the domestic market but the overseas market, starting with the launch on Douyin in China, and plans to establish various collaboration channels with major short-form platforms in Japan, the United States, and Southeast Asia. Through JoyTBC, viewers can enjoy over 12 titles of diverse original content, including short-form dramas, variety shows, and documentaries over the course of a year.
Lee Min-soo, head of the Communication Content Department, stated, “Short-form content tailored to the preferences of modern individuals who favor brief content is gaining significant market attention due to its high marketability. Not only content but also marketing capabilities are focusing on short-form content. In line with this global trend, JTBC plans to develop a short-form business that combines content and commerce,” expressing his aspirations.
The first short-form drama to kick off is 'Beautiful CEO Seo Hye-rim,' starring Hong Soo-ah (written by Bee-chu and Gabinji / directed by Jin Hyuk / produced by Woorikiri Co., Ltd. and Namoo ENT). The story follows Seo Hye-rim, who loses everything and is killed due to the schemes of her half-brothers, as she returns from death to live a proactive and assertive life, ultimately overcoming all the plots and conspiracies of her half-brothers and growing into an icon of the global beauty industry and the CEO of a top cosmetics company.
Actors Hong Soo-ah and Choi Woong, who previously collaborated on the film 'Emotional Warning,' reunite in the roles of CEO Seo Hye-rim and investor Kwon Oh-jun, respectively. Director Jin Hyuk, who showcased beautiful visuals and delicate mise-en-scène in 'The Lady in Dignity,' will take the helm.
