Speaking to Broadband TV News during the International Broadcasting Convention, Frelek said demand for vertical content is coming from two fronts: broadcasters eager to lure back viewers who have migrated to social platforms, and advertisers already allocating budgets to vertical ads.
He pointed to a recent request from a Backscreen client in Lithuania, which approached the company after advertisers expressed a clear appetite for vertical advertising slots, prompting the broadcaster to explore the format.
Frelek explained that the financial incentive is already in place, quoting advertisers who are willing to fund vertical projects directly: “There are already funders, sponsors and advertisers who say, ‘Broadcasters, we have money for you, just do it’.” He added that the mix of strategic and operational cash is what makes the transition possible.
According to Frelek, broadcasters are likely to develop vertical video in two complementary ways. The first is standalone programming, notably the fast‑growing “micro‑drama” format that fits the portrait screen. The second is short‑form clips designed to hook viewers and steer them toward longer, traditional programmes.
Producing for both portrait and the conventional 16:9 landscape presents technical challenges, but Frelek noted that many broadcasters already have the necessary workflows from their social‑media operations. Existing shows can be repurposed using AI‑driven tools combined with human editorial input.
The bigger hurdle, he said, is creating a seamless viewer experience that lets audiences move fluidly between short vertical clips and longer horizontal content. “What broadcasters and service providers require is a platform which consistently manages video assets, making short and long form a single experience,” Frelek said.
Frelek estimated that younger viewers spend roughly six hours a day watching video, with about half of that time devoted to short‑form content. He warned that broadcasters that ignore vertical formats risk missing the advertising dollars that follow that attention.
Beyond traditional ad spots, Frelek sees vertical experiences enabling direct commerce – such as in‑video purchases of merchandise – which could open additional revenue streams. He predicts that delivering this will require a broader ecosystem that links content creation, personalisation, commerce, advertising and platforms capable of handling both horizontal and vertical video.
Frelek concluded that vertical video is not merely a new format but a “complete and quite complex ecosystem” that will continue to shape the industry over the next three to five years.