James Burstall

TV Real Weekly, June 4, 2008

CEO

Leopard Films

Amid phone-in scandals and cruel reality-TV concepts, there are many in the unscripted programming industry that are seeing a new demand for shows that have the ability to positively impact the world. "The industry has needed a bit of a clean up," explains James Burstall, the CEO of Leopard Films, "and that’s happening now. There’s a real appetite for a new attitude."

Answering this call, the London-based producer delivered Missing Live to BBC One. The interactive program, which is winning its time slot daily, focuses on the more than 200,000 people who go missing in the U.K. every year. "Not only is it fascinating to watch," explains Burstall, "but also it’s genuinely making a difference." The show has already found 20 missing persons, and has been commended in the House of Commons.

"Missing Live is a truly interactive program,” says Burstall. “We’re asking the audience to help us find people. There is a genuine public-service remit. Without wanting to sound pompous, it’s making a difference in people’s lives!”

Live television is a new direction for Leopard, and Burstall is excited about its prospects, calling it "the big new trend." Leopard is actively talking with its sister company in New York about bringing a version of Missing Live to the U.S., to "remind an American audience and American channels that live TV can be incredibly exciting." He notes that in the U.S. there are concerns with live TV "because of all the different time zones, but I think there is a kick back against reality TV because its not real and people are a bit fed up of it being a little mean and inauthentic" at times, Burstall explains, which is why live TV can reinvigorate the market.

Another new arena for Leopard is specialist factual. The company has just delivered a pilot for a new series in this genre to Five, called Climbing the Giants. It stars adventurer Guy Grieve as he researches the greatest trees on the planet to understand how important they are for the survival of the human race and to monitor how healthy they are.

Leopard is also excited about entering into another new venture, which brings together factual and drama production techniques. The company is currently working on a five-part series for the BBC that is "extending the concept of missing persons, which is factual [programming], into a whole new genre." Burstall says that this is "very exciting for us as a company to be able to offer not only factual programming, but also drama, and to find a way to cross genres within the company is quite unique. We’re really proud of that."

Burstall is also keen on crossing genres when it comes to the talent used in developing a program—for example, having a factual producer working with a team for a drama project or a science producer teaming up on an entertainment offering—to "think outside the box" and "add a new flavor," he explains. It is this sort of creative work environment that is at the backbone of the company today, which has been Burstall’s mission all along. "I want to create a sense of excellence, where creative people can do good work, feel supported and feel able to really spread their wings. In its own way, I feel that the company does that."

Burstall began his career as a reporter, working for such publications as Vanity Fair and Cond� Nast Traveler as well as the Evening Standard and Daily Mail newspapers in the U.K. A program maker by training, Burstall moved on to set up Leopard Films in 2001, opening up a New York office in 2003. Whereas "in some parts of the industry, people think it’s smart to be tough-nosed and bullying," Burstall maintains a management strategy based on the idea that "people do their best work when they feel supported." And his reporter’s instinct has remained with him at Leopard. "I’m interested in people and I’m interested in stories," he explains. "We are incredibly privileged in our industry to be listening and talking and investigating different stories and subjects everyday," this is why "day to day I feel like a student, I’m constantly learning."

—By Kristin Brzoznowski