Nippon TV Opens Vertical Video Division

Nippon TV has launched a vertical video division, Viral Pocket, to focus on micro-drama production and Gen Z storytelling.

Viral Pocket will focus on three key pillars: content IP development, creating original, platform-native stories; 360-degree production and project design, with end-to-end execution tailored for vertical formats; and marketing support, with KPI-driven storytelling to spark empathy and action.

The establishment of Viral Pocket builds on the success of Nippon TV’s micro-drama portfolio. Its short-form drama We are Coy Every Day has achieved over 2.6 billion organic views since its launch in March 2023. Additionally, its short-form drama Chokotto Paa-chii averages more than 1 million views on TikTok.

“The momentum behind content born on social platforms has become extraordinary, continually giving rise to new cultural movements and trends,” said Hirofumi Tanaka, president of content strategy at Nippon TV. “At Nippon TV, we are committed to expanding IP‑driven content and deepening our connection with audiences around the world, with the goal of cultivating an even broader fan base. Through Viral Pocket, we will further invest in developing emerging creators and new content formats, accelerating the creation of fresh culture and next‑generation trends.”