Matt Risley, managing director of Channel 4’s digital first division 4Studio, has urged TV producers to “work with a digital expert” as they seek to navigate the huge changes in their business models. “It could be a consultant; it could be somebody you get into your business on a six month contract. But don’t be afraid of digital.”
As producers work out how to contend with reduced commissions, Risley (pictured) told TellyCast’s Justin Crosby that companies used to the commissioner-led funding model should “lean on people who can advise and steer them. If they are willing to think innovatively, they’ll get a bit more comfortable with the speed of change”.
Channel 4 is acknowledged to have been a pioneer in terms of bridging the gap between traditional TV and digital first TV. And Risley’s unit is at the coalface: “If you see any content from Channel 4 on any social platform, it has come through my team in one shape or form. We make and publish tens of thousands of pieces of content every single year across hundreds of different channels and platforms.”
The 4Studio chief told TellyCast that input from digital experts can unlock unexpected opportunities. “Maybe you can sell your content to YouTube networks in other countries. Or perhaps you can create one piece of content and flex it across different outlets. We’re even seeing a lot of older content find a new life on YouTube. You’ve got to take the view that you can build communities for yourselves relatively cheaply.”
He acknowledged that succeeding in digital first can be “a long game – and it’s exhausting because the social platforms seem to change every other week. But if you don’t start playing it now, you’re never going to win. So my advice is test and learn.”
Risley’s comments come in the same week that producer Middlechild announced plans to launch a gardening channel with Alan Titchmarsh. Also this year, Nickelodeon has launched its first ever animated series for YouTube, Kid Cowboy.
