Nine tests the waters with new micro-drama Flex
Sarah from Flex, Nine's first foray into the microdrama format.
Nine has launched what it is claiming to be “Australia’s first micro-reality series” Flex, which will be released onto social media in a weekly stream of one-to-two-minute episodes.
Flex is a reality TV series that follows the lives of seven “young, good-looking strivers” trying to make it in Bondi.
The show is being pitched as “a social-first vertical series”, with episodes released weekly onto Instagram and Tiktok from April 24. However, unlike other popular microdramas, which exist only as snack-sized phone-friendly episodes, heavy on exposition and cliff hangers, the main game for Flex is 9Now, where 22-25 minute weekly episodes wrap the plot into something more resembling a traditional television show.
For the uninitiated, microdramas are serialised TV shows with ultra-short (between 60 to 90 seconds) episodes. The format originated in China – where mobile viewing trumps all other forms of entertainment – and usually have lower budgets and production values, and faster turnaround times than a traditional television series. According to a report by Media Partners Asia, microdrama revenues in China jumped from US$500m in 2021 to US$7b in 2024.
This is Ben, from Flex, who hopes to start a business that “merges fitness with partying”
Hollywood executives have taken notice, with companies like GammaTime, started by former Miramax CEO Bill Block, and MicroCo (formed by ex-heads of Showtime and US network ABC) forming to produce programs in the format. Fox Entertainment and Disney have invested in the space, while Paramount Skydance, Lionsgate, and Hallmark are promoting full-length movies through the microdrama format.
Nine seems to be taking a similar route to Paramount Skydance for Flex with the media release explaining “the full story unfolds on 9Now, where 22-25 minute weekly episodes capture the setbacks, the aspirations and the unfiltered reality of a place where the hustle never sleeps.”
It’s an interesting experiment, however one that stops short of hinging its entire future on a nascent format that’s yet to catch fire in Australia. Someone has to be the trailblazer, and Nine is determined to claim that title – even if they are hedging their bets with what is mostly a traditional half-hour reality show.
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hope it goes really well. the world needs to hear more from people looking to get rich of going to the gym and partying. Sydney really is the culture capital. Looking forward to the Betoota advocates critical analysis of the show