Passion Distribution’s Nick Tanner

Passion Distribution’s library features a wide array of documentary and formats titles, and the company is keeping up with the shifts in the market by exploring a range of financing methods and knowing where to find viewers. Nick Tanner, director of sales and co-productions, tells World Screen about Passion is responding to the market.

WS: What’s your take on the state of the unscripted programming landscape at present?
TANNER: The trend for returnable factual series, such as blue light, societal tough job follow-docs (series like Car Pound Cops and Call the Bailiffs remain very popular) and true crime dominate the linear channels’ weekday schedules in free and pay. These genres are relatively cost-effective, can be produced in volume and are highly repeatable, offering value for money for commissioners. There is also a dearth of quality lifestyle series available in distribution, and I think demand will continue in 2026.

Weekends are for treats and repeats. Prestige history, biog and anniversary documentary pieces remain sought-after. Noisy, zeitgeist-hitting formats and factual entertainment can drive audience engagement so will always be crucial to channels and streamers. The relative cost-effectiveness of unscripted content helps maintain its place in the TV economy.

WS: In what ways has Passion Distribution responded and adjusted to the shifts in the market over the last year?
TANNER: We’ve deliberately focused on projects and creators which offer a genuine point of difference through access to an underrepresented world, a compelling angle on a well-known story or offer an eye-catching twist to a format. Ensuring Passion is distinct in the market is central to our strategy and as important to us as ever.

WS: How are you finding the overall state of commissioning? Are you seeing more demand for new content, or are buyers still preferring reruns and sequels?
TANNER: In uncertain times for the TV sector, there is certainly risk mitigation with spending on known quantities like returning series and spin-offs. But commissioning brand-new ideas is essential for viewer retention and growth. Commissioning in factual is currently in very narrow bands, but distinctive, well-worked ideas continue to cut through.

WS: What growth are you seeing in digital sales? What is driving your digital strategy?
TANNER: Our wholly owned subsidiary, UpStream Media, is our in-house digital distribution partner and content collaborator/publisher. Driving digital revenue by going B2C is central to the strategy though this is in lockstep with TV licensing and third-party digital channels. The Venn diagram of TV and digital is overlapping more each day, and with that comes opportunity for new content and new ways of taking video to audiences.

WS: With the current economic climate, what types of factual programming is Passion Distribution focusing on acquiring, in terms of format, genre, etc.?
TANNER: Our heartland genres of entertainment, factual entertainment, follow-doc series and documentaries remain the priority. Within that, serving market needs with returnable male-skewed factual series, history with a modern take and prime-time lifestyle shows are a focus.

WS: Co-productions seem to be playing a key role in securing funding in today’s market. What is Passion’s involvement in co-productions? How early do you board projects?
TANNER: Passion is very active in helping to finance shows in various ways. We have boarded projects as early as devising project ideas ourselves, deficit funding, fully funding shows via presales and co-pros, etc. Each project is different and will have its own particular requirements, so we take a bespoke approach.

WS: What is your overall outlook for 2026? Where are the biggest areas of opportunity for the industry at large and for Passion Distribution more specifically?
TANNER: Disruption will continue—be it corporate like the Netflix or Paramount SkyDance acquisition of Warner Bros. or DPG and RTL in the Netherlands and Belgium, or trend-driven like the dominance of streaming in all its flavors. Opportunities lie in the biggest stories, but also in the most niche of interests. In either case, knowing where to find your viewers is what counts.