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Jeffrey Katzenberg is cartoon afflatus from Dan Brown’s “The Da Vinci Code” as he puts calm his new short-form video company, Quibi.

Speaking alongside Quibi CEO Meg Whitman on Tuesday at Axios’ Smarter Faster Revolution event, Katzenberg said that afterwards account Brown’s abstruseness thriller, a ablaze ball went off in his apperception about media consumption. “The Da Vinci Code” has added than 100 chapters, averaging about bristles pages per chapter, far beneath than the accustomed 20 to 40 pages, he said.

“Publishers and editors accept said to authors, if you don’t appetite to stop in the average of a chapter, don’t address them longer,” Katzenberg said, in an account with Dan Primack of Axios, at the University of California at Los Angeles. “A alternation for us will be two to three hours in breadth but comes in break or capacity that can be watched on the go.”

Viewers no best accept common stretches of 30 to 40 account to watch ceaseless content, alike admitting they absorb 70 account of short-form agreeable a day, Katzenberg said. They can use moments of blow to watch capacity of after agreeable in beneath increments of 10 account or so.

Whitman chimed in, abacus that appointment attendees had that bulk of time afore she and Katzenberg took the stage.

“You had 10 minutes,” she said. “It would accept been fun to watch Quibi.”

Whitman, the above CEO of eBay and Hewlett-Packard, and Katzenberg, who was administrator of Walt Disney Studios afore acceptable CEO of DreamWorks Animation, plan to admission Quibi in backward 2019. They will use agreeable developed from “all the above studios” to accord consumers a account account advantageous for, Whitman said.

While Katzenberg accustomed — somewhat humorously — that success in the adventure will be “somewhere amid doubtful and impossible,” he said that Quibi would be “skating to area the hockey bogie is going,” rather than advancing the blazon of hour-long television shows that anybody abroad is chasing.

WATCH: Katzenberg and Whitman on new alive venture

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