JCPenney is betting on short stories — and hoping for long-term benefits.

Spanish-language media giant TelevisaUnivision has created a short-form “microdrama” for the large retailer, a story told over the course of five scripted episodes, each just 90 seconds in length. The program, which is slated to appear across Univision’s TikTok and Instagram channels and JCPenney’s own platforms, including YouTube and Pinterest, launches as the result of TU focusing more intently on entertainment in miniature for a new generation of viewers increasingly open to scrolling though quick-hit videos.

The new series is “every bit as drama-inducing as the telenovelas older generations have grown up with,” says Tim Natividad, president of U.S. advertising sales and marketing at TelevisaUnivision, durin

See Full Page