Executives from leading content creation companies gathered at the Content London conference on March 12, 2024, to discuss current trends and opportunities in the global media landscape. The session, titled “State of the Nation: Unlocking fresh opportunity in The New Content Economy,” featured notable figures including Michael Thorn, president of Fox Television Network, Jane Turton, CEO of All3Media, and Mo Abudu, founder and CEO of EbonyLife Group. They addressed the challenges and potential in today’s rapidly evolving television market.
During the discussion, Heather Jones, general manager for the U.K. at Hearst Networks EMEA, noted that total screen time has stabilised. She observed that younger viewers are increasingly engaging with factual content on platforms like TikTok and YouTube. “In the U.K., some people are scrolling up to 2 kilometers a day, more than they walk,” she pointed out, suggesting that Hearst is well-positioned to take advantage of this trend with its streaming and digital content.
Turton commented on the increasing complexity of the content landscape, stating, “The rules have been ripped up.” She emphasized the need for scale and experience in navigating this environment. Smaller producers are encouraged to collaborate with larger companies to secure funding and distribution, which Patrick Holland, CEO of Banijay U.K., echoed by stating that major buyers like Netflix, Amazon, and Disney dominate the space.
Thorn articulated Fox’s strategy, explaining that the network is actively seeking partnerships for innovative content. “Our number one goal is to find breakout original content at any price point,” he stated. Despite lacking an extensive intellectual property library, Fox focuses on identifying creative projects that can succeed in the North American market.
The conversation also touched on representation and diversity in media. Abudu highlighted the importance of on-screen representation for Black audiences and other underrepresented groups. “It’s time to tell our stories,” she asserted, reflecting on how representation positively influenced her own viewing experiences.
Turton raised the challenge of finding funding models that allow producers to take risks, while Jones emphasized the necessity of diverse funding and distribution strategies tailored to individual projects. Thorn shared a success story about Fox’s Hazbin Hotel, which he described as an “anti-Disney musical.” The show’s creator, Vivienne Medrano, initially gained attention by releasing the pilot on YouTube, ultimately leading to a two-season order from Amazon.
Discussions about successful programs included the globally acclaimed Peaky Blinders, a series set in 1920s Birmingham. Jones noted that its specific storytelling contributes to its international appeal. She stated, “The more local that little story about that particular local crime or that particular piece of history, the better it traveled.”
As the Content London conference concluded, industry leaders expressed optimism about the potential for collaboration and innovation in the global content economy. With a focus on creativity, representation, and adaptive strategies, these executives are poised to navigate the complexities of a rapidly changing media landscape.
