Hollywood Veterans Launch Microseries Platform aTwist

aTwist, a new microseries platform, has launched with backing from seasoned Hollywood executives Susan Rovner, Jana Winograde, and Lloyd Braun. These founders bring decades of experience from NBCUniversal, Showtime, and ABC, aiming to leverage their extensive industry relationships to distinguish themselves in the competitive microseries market.

The platform has already established significant partnerships, including deals with Kevin Hart's Hartbeat, BET, and National CineMedia. They are also collaborating with talent such as Jesse Tyler Ferguson and Mario Lopez, who has a family-friendly Halloween-themed series. This diverse content strategy aims to attract a broad audience beyond romance, which has historically dominated the microseries space.

aTwist's programming approach mirrors that of traditional television networks, focusing on a regular release schedule. They plan to launch new original shows weekly, coinciding with holidays and cultural moments, to foster consistent audience engagement and retention. This strategy seeks to overcome the common issue of audience churn seen on many microseries apps.

The founders emphasize that while they are elevating the microseries format with quality scripts and talent, the production costs do not need to be exorbitant. They believe that by focusing on essential elements like strong writing, acting, and directing, they can create compelling content affordably. This approach aims to translate the success fundamentals of television and streaming to the fast-paced mobile-first format.