Fox is pouring some old wine into new bottles — in a big new experiment that the company is hoping will give it valuable new insights into the microdrama craze.
In a first for Fox, the entertainment company is taking a full season of one of its primetime TV reality shows, “Farmer Wants a Wife,” and reformatting it into short episodes averaging less than 2 minutes each. It’s then going to put those episodes on Holywater‘s My Drama app that specializes in microdramas.
The company said the microseries adaptation of “Farmer Wants a Wife” Season 3 will be a “fully reedited” vertical version the show: The season will be divided into 101 episodes, in what Fox calls a “mobile-first binge experiment.” On June 9, Fox will air the Season 4 finale of “Farmer Wants a Wife” and simultaneously launch the vertical version of S3 on Holywater’s My Drama app in the U.S. (and will promote the microdrama release in on-air promos during the finale).
In the My Drama app, a certain limited number of episodes of a series are typically free to watch. For more, you have to purchase additional episodes using the in-app “coins” currency.
According to Fox, a QR code will be featured on a lower third of the screen during the “Farmer Wants a Wife” Season 4 finale broadcast on June 9, and anyone who scans the code will receive enough My Drama coins to watch the entirety of the Season 3 episodes for free. If they don’t have the QR code, users will still be able to watch a significant portion of the “Farmer Wants a Wife” microdrama for free — about 80 episodes — but they will need to purchase coins to watch the full series.
