DITO launches 'scroll-serye' format for mobile audiences

DITO Telecommunity is turning to entertainment to capture audience attention, launching DITO Originals, a slate of mobile-first, vertical short-form stories built around the viewing habits of Filipino audiences.

The telco’s first titles, Ghosted and My Ex Boss, use familiar relationship scenarios and bite-sized episodes to bring serial drama to the scroll. Designed specifically for vertical viewing, the stories are intended to fit the way audiences increasingly consume content on their phones.

Rather than relying on traditional product-led advertising, DITO Originals positions storytelling as the creative format, with the brand embedded within entertainment designed to be watched, shared and discussed.

Don't miss: How DITO turned streaming culture into a shared brand experience

The initiative introduces what DITO calls its signature “scroll-serye” - bringing the anticipation of Filipino serial drama into short-form, mobile-first content. The episodes are also being released on a weekly schedule, with new chapters of Ghosted and My Ex Boss dropping every Tuesday at 7 p.m.

“Attention today has to be earned. For DITO, that means looking beyond traditional advertising and finding more creative ways for people to experience the brand,” said Adel Tamano, chief commercial officer of DITO Telecommunity. “DITO Originals allows us to tell stories audiences can enjoy on their own terms, while creating a different kind of connection with DITO.”

“We have a young and adventurous team that is always looking for new ways to bring DITO closer to our customers,” added Miriam Choa, deputy chief revenue officer of DITO Telecommunity. “DITO Originals reflects that spirit - exploring new formats, new platforms, that are intuitive to how people consume content today. Our future stories will be narratives building the DITO core, which is empowering Filipinos to explore, express, and believe that more is possible. Kaya dito.”

The episodic approach gives DITO multiple opportunities to bring audiences back to the stories, moving beyond a single exposure towards recurring engagement with the brand.

Previously, DITO Telecommunity launched StreamZone: Cine Mo 'To, an immersive Manila activation that reimagined streaming as a social experience. Inspired by silent discos, the event used wireless headsets and entertainment zones featuring Prime Video, iWant and BLAST TV to let guests create personalised viewing journeys while sharing the same space, supporting DITO’s StreamZone mobile offering and broader push beyond connectivity into entertainment-led engagement.

From AI-powered marketing and the friction economy to retention-led growth, DMA Philippines 2026 on 29 September in Manila will bring together marketers to tackle the opportunities and challenges shaping the next phase of digital transformation.

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