EXCLUSIVE: Here’s one for the vertical video crowd.
Onset Octopus Micro Drama UK, one of Britain’s few microdrama-first production houses, has become the founding partner of global quality and ethics standard bearer Micro-Series Certified Alliance.
L.A.’s IGM Media established the alliance as a counter to what it claims is “global fatigue caused by the repetitive current micro-drama demographic,” citing a Caixin Global report. Irvin Gelb, the founder of vertical video company IGM and the architect behind the Micro-Series Certified Alliance, has suggested weariness was setting in among some audiences.
Ben Pengilly, the founder of Onset Octopus, will appear at Content London this week on behalf of the Alliance, outlining a preview of certified productions for 2026 and 2027, a roadmap for co-production between U.S., UK and European partners, microdrama models and plans to introduce a ‘Certified Alliance Seal’ to provide a symbol of trust to audiences and brands.
Gelb, who is chair of the Micro-Series Certified Alliance, is hoping to spark interest among British broadcasters, European streamers, global FAST channels, AVOD services and mobile-first platforms seeking “reliable, premium micro-series IP.”
The news comes as microdramas and vertical video dominate the news cycle in UK, Europe and the U.S., as the medium expands rapidly. In China, where the format began, it is predicted microdramas will deliver more revenue than the domestic box office in 2025, per a Media Partners Asia report from September.
“British investors and studios are gearing up to step into the scene,” said Pengilly, who noted that some are predicting collapsing paywalls and declining engagement on Chinese microdrama apps due to “over-recycled storylines and algorithm-driven ‘content churn.’”
Pengilly claims to be the UK’s first microdrama producer, having made titles for Asian platforms such as The Mafia’s Obsession, Loving You… From the Football Sidelines and 30 Days of Hidden Marriage for Dramabox, Pride & Prejudice and I Hate to Love My British Bad Boy for Reelshort and Saving Nora for Pocket FM. His company, which develops scripts from scratch and has a team of five in-house writers, offers content localization in Mandarin, English, Spanish and Portuguese.
“We’re proud to join the Micro-Series Certified Alliance as its British founding partner,” said Pengilly. “Our industry is capable of delivering far more than fast-turnaround clones. The UK has the talent, the discipline, and the tradition to lead a new generation of vertical storytelling. With the rich history of storytelling in world entertainment I am thrilled to be a part of the microdrama industry.”
“British producers have always been known for craft, discipline, and intelligence in storytelling,” said Gelb. “Onset Octopus embodies exactly those strengths. They’re not following trends – they’re one of the leaders defining the future of premium micro-series.”
“I literally shook with anger”
Gelb was compelled to create the Micro-Series Certified Alliance after becoming concerned about the direction of the medium.
Writing on LInkedIn about an incident that occurred a year-long research period on the genre, he wrote: “I hit a breaking point. A major company requested talent approvals for acts of intimacy so extreme and so demeaning that it stopped me cold. I literally shook with anger. I called trusted colleagues and asked: ‘Is this really where we’re heading?’ Their answer: ‘Yes. It’s the trend. The data says it works. With competition rising, no one wants to take risks.’”
Gelb went on to trademark the ‘Micro Series’ name, saying this more accurately reflects a medium where comedies, rom-coms, YA shows, thrillers and supernatural formats were being produced. He wrote that audiences are demanding “romance, adrenaline, fantasy, twists, hooks, cliffhangers and smart storytelling,” not “humiliation, degradation, shock-for-shock’s sake, copy-paste stories with new lipstick, frozen girls and ‘I can’t be pregnant with twins — I’m a virgin!’” storylines.
His career has seen him launch an entertainment division for Japan’s Mitsubishi International Corporation’, work in entertainment and fitness star management, and produce and finance shows through his IGM banner.