Kevin MacLellan

President

Comcast International Media Group

 

It’s no secret that the economic climate is bleak, advertising is down and broadcasters are tightening their budgets. But there are opportunities for content companies that are able to provide cost-effective, quality programming. Kevin MacLellan, the president of Comcast International Media Group (CIMG), is confident his company has that ability.

 

CIMG’s programming, culled from its channels in the U.S., including E! Entertainment Television, The Style Network, Versus, G4 and The Golf Channel, can be seen in some 160 countries around the world. “There are a lot of opportunities for us because our content is a less-expensive option and is high-quality non-scripted content.”

 

MacLellan likes the fact that CIMG offers broadcasters several ways of monetizing programming across multiple platforms. “I like the fact that I can go to broadcasters with a one-hour The E! True Hollywood Story, which has a level of quality that they’re not hesitant to air, I can show them the show’s ratings, and they are guaranteed to make a margin on each hour.”

 

CIMG has one clear focus this year. “Our whole strategy is based around one statement,” explains MacLellan. “I had cards printed up that are on everybody’s computers, that say, How do I make my client money? If there is one thing that most people are losing sleep over and taking stomach medication for, it is: How am I going to make money this year? What I tell my people is, if you can figure out how to make your client money, then we will naturally make money. If you have that solution when you walk into a client’s door, then you are absolutely going to be able to do business with them.”

 

Among the shows CIMG will be offering buyers at MIPTV are Candy Girls, an inside look at the world of some of the most successful and desirable hip-hop video divas; and Running in Heels, a docu-series that takes viewers inside the fast-paced, high-stressed, glossy environment of Marie Claire magazine and its staff.

 

MacLellan also oversees the international distribution of the channels E! and The Style Network. E! is already in 91 million homes outside the U.S., and MacLellan has begun producing original programming. Victoria Silvstedt: My Perfect Life stars the Scandinavian super model who is already quite well known in Europe. Consequently the show has performed well across the continent. “The audience really took to her and the show ended up being our second highest-rated series in Italy and in France, and our highest-rated show in Scandinavia and Poland,” explains MacLellan. “That was a great commission for us, and in April it will premiere on the channel in the U.S.”

 

While E! is well established around the world, MacLellan is busy  pitching The Style Network to cable and satellite platforms as a channel that serves working women and young moms. “We launched it last year, and it’s in 10 million homes. Our theory is that a channel for women, created by women, marketed by women and focused on women, [will outperform] a lot of the other channels targeting women that are what male executives believe women are after.”

 

In growing his channels around the world, MacLellan is keen on initiating programming partnerships. “I find it frustrating that there isn’t more co-production between the U.S. and the U.K. or between Australia and the U.S., and I would like to develop a stronger co-production business with foreign channels. With less money in the market, I think more people should be willing to do that.”