Viva Communications is taking Filipino viewers on a new kind of binge: vertical, bite-sized dramas you can watch anywhere.
The entertainment giant launched Viva Movie Box (VMB) this week, timed with its 44th anniversary. The platform delivers “micro-dramas,” which are episodes lasting just one to three minutes and are designed for mobile screens, TikTok-style.
“It’s another streaming platform, but this one feels made for all of us,” said Valerie Salvador-del Rosario, president and COO of Studio Viva Inc. “Our tagline is ‘Mahirap bumitaw’ because that’s exactly what each episode aims to be.”
Content spans genres including romance, family drama, adult stories, and stylized narratives, all structured with serialized cliffhangers to keep viewers coming back.
“We would like to maintain a fast-paced, high-intensity narrative suitable for mobile screens,” the Viva executive said. “From Viva Max to Viva One, and now Viva Movie Box, our constant challenge has been to showcase the talent of our actors, storytellers, and the people behind the cameras.”
The platform’s initial roster of local original titles for 2026 includes Aking Ka Lang, Elisa: Batang Kabit, Maid for Revenge, Love Forbids, Inagaw na Anak, A Mistress’ Guide to Moving On, and She’s Not My Sister.
Stars include Ryza Cenon, Mon Confiado, Rhen Escano, Nathalie Hart, Albie Casiño, Rose Van Ginkel, Denise Esteban, Meg Imperial, and Louise delos Reyes, supported by several veteran actors and actresses. The lineup also features popular Asian micro-dramas, which have gained a following for their consistent cliffhangers.
Speaking with Manila Standard Entertainment, Easy Ferrer said that doing vertical dramas made them strategic and creative when it comes to executing scenes.
“We have done a lot of research, but if there’s one thing we still need to refine, it’s the storytelling. We have to let go of those long processing or soaking moments, because we only have about two minutes to capture the audience’s attention,” the director related.
Bobby Bonifacio, Jr., on the other hand, discussed the shift that demanded changes in editing and blocking.
“Even our blocking had to adjust. Because of the vertical frame, actors must move closer together or hit smaller spaces precisely,” he said, adding that the transition to vertical storytelling was both challenging and refreshing.
“In theatrical or streaming films, we could assume the audience’s full attention. But here, we’re competing for it,” Bonifacio said. “This is like the new radio, you have to grab viewers from whatever else they’re doing or watching online.”
VMB offers access to the full library through a subscription model priced at P59 per week and is available for download on Google and Apple devices.
Vincent del Rosario, president of Viva Communications, highlighted the platform’s strategic importance.
“The introduction of Viva Movie Box acknowledges the shift in content consumption. Our strategy ensures that Viva continues to be a central presence in the local streaming sector. We remain focused on understanding and serving the preferences of the Filipino audience. This launch reflects our consistent, forward-looking approach to the entertainment business, emphasizing synergy and market relevance.”
