We Will Dance Again Producer Joins Yoav Gross Productions
Ariel Weisbrod has joined Yoav Gross Productions as vice-president of content and partnerships. The Israeli production organisation confirmed the appointment on 15 September, describing it as part of a broader push to grow its international activity, as reported by Deadline.
In the new post she will oversee content and development across the company. That covers finding new ideas, working with writers and directors, and deciding which projects move forward. She will also lead international co-productions and partnerships, meaning shows developed and financed with broadcasters and streamers in more than one country.
Weisbrod takes over from Osher Assouline. Assouline is moving inside the company to lead content for AppReel. AppReel is its microdrama app, a service built around very short episodes designed to be watched on a phone.
She arrives after six years at Sipur Studios, where she served as a content lead. A content lead is a senior creative role, guiding a slate of projects from early development to screen. During that time she oversaw a slate that included Bad Boy. That drama later sold to Netflix, giving it a global streaming home.
Her credits also include serving as an executive producer of We Will Dance Again. An executive producer helps secure backing for a project and guides it creatively. The film is an Emmy-winning documentary about the 7 October attack at the Nova Music Festival. Its win placed it among the documentary titles recognised by the United States television academy.
Yoav Gross Productions already has a footprint in both local and international drama. It produced Red Skies for Apple TV, the technology company's streaming service. It also produced On Standby for Yes, the Israeli pay-TV provider. Both credits show a company working across domestic broadcasters and global platforms, according to Deadline.
The company also operates AppReel. Microdramas are short, serialised stories, often told in episodes lasting a minute or two. AppReel's current projects include Survivors of the Heart and The Cinderella Trials. Those titles sit in a fast-growing corner of mobile viewing, where complete stories are cut into bite-size instalments for viewers on the go.
What makes this stand out is the breadth of the brief. One role now links long-form drama, documentary and phone-first serials. For viewers, that mix matters because each format reaches a different habit, from evening streaming to scrolling between stops.
