Micro-series

A micro-series (also microseries) is a very short episodic television programming narrative sponsored by an advertiser. This is a non-traditional way of reaching primary markets. A micro-series is intended to promote a product while engaging viewers with entertaining content. These episodes are generally two to three minutes long and often run during commercial breaks of popular television programs. After each air date, they are also available online and on mobile devices.

Even if it doesn't have a wide audience, a micro-series creates buzz, especially if it is interactive, as in the case of CBS's 2006 micro-series The Courier. Sometimes a spin-off micro-series is created from a popular TV show, for example, NBC's prime-time hit, Heroes. In November 2008, Sprint Nextel sponsored a four-episode micro-series called Heroes: Destiny on mobile, online and television. Each five- to seven-minute episode debuted on Monday nights. The micro-series featured Sprint's Instint phone in some scenes in what David Lang, head of MindShare Entertainment, calls "subtle integration." Sprint ads also aired adjacent to the on-air promos.

It is important that the micro-series content fits the environment or theme of the program in which it airs. A good example of this is TBS's micro-series Commuter Confidential. In 2008, TBS debuted a two-minute episode of Commuter Confidential featuring Revlon products and Match.com, during Sex and the City. The micro-series plotline mirrors the comedy of the HBO produced Sex and the City. Confidential features four female characters and their diverse ways of dealing with the world around them.

With the advent of the digital video recording (DVR), advertisers are trying to create brand messages that defeat the fast-forward button. General Motors is sponsoring a five-part micro-series, My Manny on Turner Broadcasting's TBS to highlight the features on its new Traverse Crossover vehicle. It airs during the original series Tyler Perry's House of Payne.

...
Wikipedia