Digital commissioners from MTV, Hearst Networks and Channel gave creators and producers a broad series of actionable insights at TellyCast’s How To Make Money In Digital event. Key messages included the importance of understanding the specific needs of individual companies and the need to truly embrace a digital-first mindset.
MTV’s Amie Parker-Williams, director of commissioning for MTV and Comedy Central, kicked off the session by saying that she is looking for “content that tackles social issues through entertainment and that speaks to our audience”.
She cited the example of digital docuseries Every Woman, which stars Geordie Shore’s Sophie Kasaei and is produced by Dare Pictures. In the series Kasaei shares every step of her fertility journey with fans in a bid to raise awareness and understanding of the different journeys that can be undertaken to have children.
Parker-Williams said the beauty of working with established stars like Kasaei is that it allows MTV to connect with both existing and new audiences.
Also on the panel was Channel 4’s Joe Churchill who is primarily focused on commissioning branded content series. Recent shows he has worked on have involved brands as diverse as Co-op Funeral Care, Vinted and E.ON Next.
He explained that the best ideas for him tend to be the most versatile ones. “We see a real range of ideas across genres, but what tends to work is simple ideas that can be built on and adapted to meet the needs of different kinds of brands.”
He also said that brands tend to shy away from ideas that are too risky or too time sensitive, “because the development timeline on these projects is often quite long.”
Evie Buckley, digital commissioning editor & Channel 4.0 lead also shared her thoughts. Among her commissions has been hit series Tapped Out, which was recently given a supersized celebrity edition by Channel 4. For Buckley, shows need to be entertaining and distinctive enough to cut through with a digitally native 18-24 year-old audience.
Buckley warned against dusting down ideas that have already been pitched to other platforms or outlets. “Great formats can be adapted, but you need to get the tone of voice right if you want to make an authentic connection with our platforms.”
Sam Pearson, head of short form commissioning & social media at Hearst Networks UK rounded out the line-up of commissioners. He said that he is focused on commissioning shows in the history and true crime genres. Of the two, he said history is probably the more flexible – lending itself to a range of narrative tones and styles. Currently, the company is working on a project with Katie Kennedy, aka The History Gossip.
Pearson said he is interested in true crime, but only if it is victim-centric in its approach. His 2025 slate includes titles like True Crime Secrets from Particle6. This focuses on unfiltered real-life crime stories told by those who experienced them firsthand. From attempted murder to daylight robbery, each episode features candid street interviews, revealing the profound impact of crime on individuals and communities.
The session was moderated by Derren Lawford, founder of Dare Pictures. Active across both traditional and digital platforms, Lawford has provided a blueprint for companies seeking to build a multi-platform production model. Dare produced the MTV Every Woman project referenced above.
