Updated:04/09/2020 02: 07h
In the midst of the explosion of digital platforms, Quibi will seek a niche in the market with a new service that is launched this Monday internationally under a radically different proposal: exclusive format for mobile phones and short-term content.
Its catalog includes series, contests, documentaries and news programs, all with the premise of lasting less than ten minutes and with a commitment to top-tier stars such as Demi Lovato, Jennifer López, Will Smith, Kristen Bell and Alex Rodríguez. In brief public transport journeys, waiting for the turn in a line or in a study break … those are the moments that the application wants to occupy, which also starts with Latin content.
A controversial vertical format
Although the market begins to show signs of saturation after giants like Apple, Disney and Amazon have joined the veterans Netflix and HBO, the new platform will try to differentiate itself by producing all its content thinking about the screens of our smartphones.
While its competitors broadcast in the horizontal form of televisions, Quibi has adapted its content to the vertical format to see the episode of a series in the same way that it is chatted on WhatsApp. In fact, although it also offers the classic option, the application is only available for mobile phones and at the moment it does not intend to make the leap to television.
The brand itself indicates it: Quibi is the contraction of «quick bites» – small bites in English. With the immense amount of stimuli and notifications that appear on mobiles, it is no secret that, for the evil of many, our concentration capacity is decreasing. For this reason, the platform has opted for scattered monitoring, with formats between 6 and 9 minutes long, and the promise of not exceeding 10 minutes. Fast television in the form of a “snack”. It costs around $ 4.99 a month for an ad-supported version and $ 8.99 ad-free, after a 90-day free trial.
Great initial investment
Behind Quibi there is a calculated million-dollar investment that is close to $ 2 billion, according to “The Wall Street Journal.” Its founder is the producer Jeffrey Katzenberg, a Hollywood heavyweight who has worked on Disney classics such as “The Lion King” (1994) and “Aladdin” (1992), in addition to collaborating with Paramount and DreamWorks studios. Katzdenberg Hired Former Chief Technology Officer Hewlett-Packard, Meg Whitman, to take the business reins of Quibi.
With this beginning, the product has been able to sign Demi Lovato for a talk show, Jennifer Lopez Y Alex Rodriguez to participate in a reality show and to Will Smith, who will premiere his own comedy format. Also one of his first fictions is “Survive”, starring Sophie Turner, who rose to fame by playing Sansa Stark in “Game of Thrones.”
And with news
This clearly millennial -or even Generation Z- move by Quibi has meant that it has given priority to the Latino public, an increasingly important community in the United States and equally numerous in the rest of the world. Telemundo, one of the main Hispanic networks, produces for Quibi two daily programs designed for the Latino public, which although they will be mainly in English, will have the point of view of a completely bilingual community.
On the one hand, “Pulso News” is a 10-minute newsletter that collects information “for Latino youth born in the US. they are bilingual and speak Spanish at home with their parents ”, defines their presenter Andrea Martinez. On the other, “For the Culture” will be a five-minute summary with the most important cultural and entertainment news of the day. Now it remains to be seen whether in the middle of the coronavirus quarantine, the audience responds to the new product.