Executives from major content creation companies convened at the Content London conference on November 28, 2023, to discuss emerging trends and challenges in the industry. The session, titled “State of the Nation: Unlocking Fresh Opportunity in The New Content Economy,” featured influential figures such as Michael Thorn, President of Fox Television Network; Jane Turton, CEO of All3Media; Mo Abudu, founder and CEO of EbonyLife Group; Patrick Holland, CEO and Executive Chairman of Banijay U.K.; and Heather Jones, General Manager, U.K., and Chief Creative Officer for Europe, Middle East and Africa at Hearst Networks EMEA.
During the discussions, Jones pointed out a significant shift in audience engagement, noting that younger viewers are increasingly gravitating towards factual content on platforms like TikTok and YouTube. She remarked, “Total screen time has leveled out now,” indicating a change in how content is consumed. In the U.K., it has been reported that some individuals scroll through social media for up to 2 kilometers a day, a distance greater than the average daily walk.
The executives highlighted the importance of adapting to the evolving landscape of content creation. Turton emphasized the growing complexity of the industry, stating, “The rules have been ripped up.” She suggested that smaller producers can benefit from collaborating with larger companies, as this environment calls for a collective approach to storytelling. Holland echoed this sentiment, mentioning major buyers like Netflix, Amazon, and Disney. “We are in an age of collaboration,” he explained.
Thorn shared his vision for Fox, noting the network’s commitment to seeking breakout original content, regardless of price point. He stated, “Our number one goal is to find breakout original content at any price point.” He elaborated on Fox’s role as a U.S. domestic buyer for British productions, helping them secure final financing. Thorn added, “The phone calls say that this show could work for us if we take North American rights, and the blinking light becomes a full greenlight.”
Diversity and representation in storytelling were also key topics. Abudu highlighted the need for on-screen representation, particularly for Black audiences and other underrepresented communities. “It’s time to tell our stories,” she said, reflecting on her own experiences with representation in media. The executives agreed that a variety of approaches and funding models are necessary to navigate today’s challenges, with Turton underscoring the importance of innovative funding methods that allow producers to take risks.
Thorn discussed a recent success story involving Fox’s Hazbin Hotel series on Amazon, which has gained significant traction. He described the show as “an anti-Disney musical,” emphasizing its unique appeal. The financial structure of the project, along with a two-season order from Amazon, contributed to its success. He noted that the creator, Vivienne Medrano, initially built interest by releasing the pilot on YouTube.
The conversation also touched on what makes certain shows resonate globally. Peaky Blinders, a gangster drama set in 1920s Birmingham, was cited as an example of how a specific narrative can achieve universal appeal. Jones pointed out that local stories often travel better, stating, “The more local that little story about that particular local crime or that particular piece of history, the better it traveled.”
As the content creation landscape continues to evolve, the insights shared by these executives at the Content London conference reflect a growing emphasis on collaboration, representation, and innovative storytelling. The dialogue underscored the necessity for industry players to adapt and embrace new strategies to thrive in the competitive global market.
