How BBC Studios Thinks Like A Creator
BBC Studios Live Pod @Cannes Lions - The Media Odyssey Podcast - Ep. 27
“Views are a vanity metric, fandom is the KPI.”
That line from BBC Studios’ SVP Digital Jasmine Dawson sets the tone for our sun-soaked live episode with
at the Cannes Lions. BBC Studios is moving away from being a content maker to become a fandom maker.What’s inside this week’s episode 📋
Exclusive news: BBC Studios will rep Bing globally on digital, its first outside-IP deal.
Metric makeover: Pre-school IP Bluey is BBC Studios’ tentpole IP but not because it’s pulled 14B views so far. Again it’s not the KPI. Watch time, UGC, positive sentiment, engagement, those are the currencies that matter now to drive deeper audience value and commercial return.
Strategy blueprint: Jasmine breaks down for us their 4-pillar fandom strategy and how to pull a 110 % revenue growth once you start selling your own inventory.
Creator crossover: She also brought in two influential creators to show how the BBC Studios Talent Works Program shifted from hiring creators to co-creating content with them. Meet:
Kiell Smith-Bynoe, actor on Ghosts and improv performer (Kool story bro);
Amelia Dimoldenberg, creator of Chicken Shop Date and founder of Dimz Inc. (so jealous of her latest date 🥰).
Both share their unique perspective on how what it means to be a creator today and why owning your IP reigns supreme. We, media execs, can learn a thing or two from them instead of making assumptions and sticking to our biases.
TEASER below, LISTEN and/or WATCH in full: APPLE PODCASTS | SPOTIFY | YOUTUBE
COMING UP NEXT: Our YouTube deep-dive episode with Pedro Pina, VP YouTube EMEA.
If you have time for one podcast only, let’s make it The Media Odyssey Podcast, produced with love from Amsterdam & NY.
That’s it for today but before you go 🗳️
