Epic Studios and Rusk Media Private Limited have partnered to produce 50 [1] original vertical-drama series for the Indian market.
The deal signals a strategic shift toward short-form, mobile-first storytelling designed to capture Gen Z and Gen Alpha audiences. By focusing on vertical formats, the companies are targeting the specific viewing habits of younger demographics who primarily consume content on smartphones.
These series will premiere on Alright TV, which is the digital platform operated by Rusk Media [1]. The collaboration is intended to establish the largest library of owned vertical-drama intellectual property within India [2].
Vertical dramas differ from traditional television by utilizing a 9:16 aspect ratio, optimizing the experience for handheld devices. This format has seen rapid growth globally as streaming habits migrate away from horizontal screens toward social-media-style feeds.
While the partnership focuses on volume, the primary goal remains the acquisition of intellectual property [2]. By owning the rights to 50 [1] distinct titles, the companies can scale their content library quickly across the digital landscape.
The production schedule and specific release dates for the individual series have not been disclosed. However, the scale of the agreement suggests a long-term commitment to dominating the vertical video space in the region [1].
“The partnership aims to create India's largest library of owned vertical-drama intellectual property.”
This partnership reflects the broader global trend of 'snackable' content, where traditional episodic structures are replaced by hyper-short, vertically oriented narratives. By securing a massive volume of owned IP, Epic Studios and Rusk Media are positioning themselves to control a significant portion of the mobile entertainment market in India, potentially reducing reliance on third-party platforms and creating a proprietary ecosystem for short-form drama.
