Singapore-listed production house, G.H.Y Culture and Media Holding Co, is spending about S$2.45 million/US$1.76 million on three short-form drama titles targeting millennials and Gen Z audiences.

The three short-form shows kicked off this month with the first-season of the planned S$1.6 million/US$1.15 million three-season fantasy drama “Goddess Hotel”, and will be followed by “Miss Tanya”, based on Singapore Mediacorp’s 2008 drama “Little Nyonya”, and “Ability Bureau”.

The three titles are part of a broader plan that includes branded content and IP-extensions/derivatives of, among other IP, “The Ferryman” and G.H.Y's drama, “Legend of Tang Dynasty”.

Filmed in China, “Goddess Hotel” is the story of a hotel owner, played by Yue Lina, who has the ability to fulfill wishes. In exchange, she acquires the most precious things.

Directed by Wu Pei Shuang (Boris Boo), urban fantasy/comedy, “Miss Tanya”, starts shooting in August with a production budget of about S$350,000/US$252,294 for one season of 16 x 3-minute episodes.

Filmed in Singapore/Malaysia, “Miss Tanya” is about a Nyonya spirit who after an accident, forms a bond with taxi driver, Ah Hong, and the pair begin an adventure to find memories in the city.

The third show, comedy “Ability Bureau”, also written/directed by Boris Boo, starts shooting in September. Two seasons are being planned with a budget of about S$500,000/US$360,421.

"Ability Bureau" is set in a parallel universe in the year 2053, where under the leadership of the newly risen Nan Wang Pingtou, the imprisoned Boss Xue is rescued. Together, the pair scramble for the energy box to gain dominion over the supernatural world.

The company said it “aims to establish a cultural bridge between Singapore, Southeast Asia and Chinese Markets for brands and consumers”.

The short-form dramas are being simultaneously released globally, on Douyin (China) and TikTok (Douyin's global English counterpart) with translations in English, Bahasa Indonesian and Thai.

The dramas mimic the format popular on mainland Chinese streaming platforms Douyin and Bilibili, which stream entertainment shows that are typically 12-16 episodes of about three minutes per season.

The company talked about the “changing demand for entertainment content through streaming entertainment platforms and linear TV” and said it “intends to continue to strengthen partnerships with new content platforms and attract a broader base of audiences with the production of more short-drama series”.

In the same announcement this afternoon, G.H.Y said it intends to” collaborate with Singapore and regional businesses looking to expand their awareness and reach to China through G.H.Y's entertainment content” through “advertisement and product placements for their products and/or services”.