Former Network Chiefs Launch aTwist to Apply TV Playbook to Microseries

A trio of seasoned television executives is attempting to reshape the booming microseries sector by importing strategies from legacy broadcast and subscription streaming. Former NBCUniversal executive Susan Rovner, former Showtime executive Jana Winograde and former ABC and WME chief Lloyd Braun have officially launched aTwist, a new platform dedicated to premium vertical video.

Ahead of its debut on Thursday, the startup secured a slate of high-profile entertainment partnerships. The roster includes on-screen talent such as Kevin Hart, Jesse Tyler Ferguson and Mario Lopez, alongside institutional brands including BET and cinema advertising company National CineMedia.

Rather than leaning solely into the romance and melodrama formulas that dominate existing short-form serial apps, aTwist plans to build a multi-genre catalog structured like a traditional television network. The founders are relying on their industry Rolodexes to source intellectual property and establish credibility with mainstream audiences.

The leadership team aims to address the high churn rates that frequently trouble mobile video platforms. In an interview with TheWrap, Winograde, who serves as chief executive of aTwist, stated that the company wants to utilize regular rollout schedules to turn releases into events and adapt audience retention techniques honed during their streaming careers.

To execute that strategy, the service plans to debut fresh titles every week while timing specific drops around holidays and broader cultural conversations.

## Why It Matters

Microseries apps have generated substantial revenue in recent quarters, but the sector remains plagued by rapid audience turnover and heavy reliance on cheap, formulaic productions. By combining recognized talent, institutional distribution alliances and disciplined weekly scheduling, aTwist is testing whether the short-form vertical format can support a sustainable, studio-grade business model.