Daniel Lares of ViX MicrO: “We Are The First Major In The Continent To Decisively Enter Microdrama”

TelevisaUnivision officially launched ViX MicrO, its original microcontent division designed for mobile devices. The event brought together producers, actors and directors involved in the more than 80 productions generated to date. Daniel Lares, Head of Content & Production at ViX MicrO and director of the tlnovelas channel, described this stage as a hard launch of the platform. The division began operations on July 21, 2025, with six titles and currently offers a catalog of 57 available stories.

The creation of ViX MicrO responds to the company’s historical evolution in developing popular genres: “It was natural for TelevisaUnivision to venture into this format. Just as it invented the industrial production model for the telenovela, it now had to do the same with microdrama,” said Lares. The company relies on a structure of more than 50 writers and 450 on-screen talents to sustain this production volume.

Regarding adapting the format, the executive noted: “The Chinese have done admirable work, but we have to adapt it in our own way. We need to photosynthesize this format. Being the first major in the Americas from a traditional media background to enter this format is both a commitment and a determination to do it well. We began testing and creating pilots in 2024, but it was in 2025 that we launched the factory specialized in micros.”

The division currently operates with 10 simultaneous production teams, allowing up to four micros to be filmed at the same time.

METRICS AND AUDIENCE RESULTS

The impact of the stories has reached global-scale figures in less than a year of operation. ViX MicrO has accumulated more than 900 million social media views and 80 million minutes watched during 2025: “We’ve already produced more than 80 titles and will reach 100 productions this year. We’ve surpassed 600 million total views,” Lares detailed.

Among the catalog’s successes is El Regreso De La Heredera Fugitiva, which has reached 45 million views. Meanwhile, Acábame generated 4 million views in its first four days and has reached 8.5 million in three weeks. The platform connects daily with 6 million users who consume one-minute episodes.

CREATIVE AND TECHNOLOGICAL REENGINEERING

Producing micronovelas requires a paradigm shift in production services and script development: “It’s not a telenovela broken into pieces; it’s a different audience. You have to conceive it from scratch as a micronovela,” Lares said. The division recently implemented virtual production in the micro-thriller Perverso Amor, which achieved 2 million views after its premiere on February 17.

Lares emphasized that the vertical format is not a temporary trend: “It’s not a passing fad; it’s here to stay and will become mainstream.” He explained that the mobile device redefines the ecosystem: “Just as cinema is the big screen for television, for us on mobile, our first big screen is television. That shift in thinking forces the ecosystem to reorganize.”

LEADERSHIP IN THE HISPANIC MARKET

With this initiative, TelevisaUnivision positions itself as the first hybrid platform to offer premium streaming, live TV and free microdramas. “ViX MicrO will be the first reference in this format, following Televisa’s historical tradition. Contributing to the creation of content for the popular culture of our countries excites us and carries responsibility,” Lares concluded.

The business model is based on a social-first strategy. The first five episodes of each series are distributed on TikTok, Instagram, Facebook and YouTube. This serves as a funnel to attract users to the ViX app, where the content is free.

Among the catalog’s successes is El Regreso De La Heredera Fugitiva, which has reached 45 million views