Hartbeat, aTwist team on slate of 20-plus original microseries

Jana Winograde (left) and Susan Rovner

US-based vertical video app and studio aTwist has struck a deal with Kevin Hart’s media company Hartbeat to develop more than 20 original microseries.

The agreement makes aTwist (fka MicroCo) the exclusive home for Hartbeat’s vertical originals, with the platform set to launch a dedicated Hartbeat destination featuring the new series.

The slate will include original comedy microseries under Hartbeat’s LOL banner, alongside adaptations of books by bestselling author Blake Karrington. The latter will be produced with Upscale Promotions & Entertainment, the production company founded by Malik Davis.

The partnership comes as aTwist looks to build out its programming pipeline in the fast-growing microseries market.

The company, founded by former Showtime president Jana Winograde, former NBCUniversal content chairman Susan Rovner and former ABC Entertainment Group chairman and WME chairman Lloyd Braun, currently has more than 20 series in production spanning scripted, unscripted and animation. It has also recently announced deals with Paramount’s BET and Bradley Bell.

Hartbeat, led by president and chief distribution officer Jeff Clanagan, will develop the slate, while aTwist will serve as the distribution platform.

The Hartbeat deal marks another move by a microseries platform to bring established entertainment companies and IP into the vertical format, as the category continues to expand beyond creator-led programming.

“Partnering with Hartbeat is another step in bringing globally recognized entertainment brands to aTwist and building a destination where broad reach and great storytelling can live side by side,” said Winograde.

“We’ve had the pleasure of working with Kevin and Jeff on many projects over the years, and have seen firsthand the power of their storytelling and the connection they build with audiences,” added Rovner.