JTBC is launching a branded short-form brand, JoyTBC, and targeting the global short-form market.

JoyTBC, which will be unveiled for the first time in April, is a new short-form-only brand targeting the era of short-form content that has taken over the world. The name, which was created by combining Joy and JTBC, carries the meaning of presenting short, concise, and fun short-form content.

JoyTBC will target overseas markets first, rather than the domestic market, and will begin by launching on Douyin in China, and then establishing various cooperative channels with influential short-form platforms in Japan, the United States, and Southeast Asia to enter the global short-form market. Only through JoyTBC can you enjoy a variety of original content, from short-form dramas to entertainment shows and documentaries, with over 12 titles per year.

Team Leader Lee Min-soo of the Communication Content Bureau said, “Short-form content that suits the tastes of modern people who prefer short content is receiving global attention for its high marketability. Not only content but also marketing capabilities are being focused on short-form content. In line with this global trend, JTBC plans to develop a short-form business that combines content and commerce.”


Therefore, curiosity is growing about JoyTBC’s first short-form drama, ‘Beautiful CEO Seo Hye-rim’ (written by Bichu Gavin Ji, directed by Jin Hyeok), which will open the content parade. ‘Beautiful CEO Seo Hye-rim’ is the story of Seo Hye-rim, who was born out of wedlock and thought of herself as a sinner, living quietly as if she had something but didn‘t exist until she lost everything due to the plot of her half-brothers and was killed. After her death, she returns to life and lives a proactive and active life, unlike before, and eventually overcomes all of her half-brothers’ plots and conspiracies to become an icon of the global beauty industry and the CEO of the best cosmetics company.

Actors Hong Soo-ah and Choi Woong, who worked together in the film ‘Emotional Alert’, reunite once again as CEO Seo Hye-rim and investor Kwon Oh-joon, respectively. Additionally, ‘Madam Ok‘s Story’ Director Jin Hyeok will be directing.

JoyTBC, which will dominate the global short-form market with diverse content including its first short-form drama ‘Beautiful CEO Seo Hye-rim’, plans to enter short-form platforms worldwide starting with the Chinese Douyin site in April.

Hong Se-young, Donga.com reporter projecthong@donga.com

This article is automatically translated using Google AI. If you notice any inaccuracies, please let us know at allkstar@donga.com.