Delivering a MIPFormats keynote this weekend, Channel 4 CEO Alex Mahon emphasized the need for innovation and risk-taking in the non-scripted entertainment sector.<\/p>\n
The pubcaster\u2014the youngest-skewing one in the world, Mahon said\u2014has launched a number of global format hits, among them Gogglebox<\/em>, Come Dine with Me<\/em> and others.<\/p>\n On the way forward for Channel 4, Mahon noted, innovation and risk-taking will remain keys to its remit, as will breaking new talent and representing diversity. \u201cThe concept of distinctiveness in a post-Netflix world is more important than ever.\u201d As is relevance for linear broadcasters. \u201cWhy does the audience need you, what do you provide to the market that others don\u2019t?\u201d<\/p>\n When Mahon arrived at Channel 4, she stressed three elements to the team there: technology, commercial smarts and diversity.<\/p>\n \u201cThe bull\u2019s eye is something that is creatively good and commercially successful,\u201d the former Shine Group chief executive said. \u201cIt\u2019s my job to ensure the doors are open so the producers can come in. To get the best content, you need to work hand in hand with producers. To do that you have to be clear about you want, where you\u2019re prepared to take risks. We genuinely want new talent.\u201d<\/p>\n Addressing technology, Mahon noted how digital platforms have changed consumers\u2019 expectations of how they access content. \u201cAt the same time, as a broadcaster you have the ability to build brands. And you have that reach to get to consumers. And you are the agent of recommendation for new things. So the question is, how do we use those assets to keep building brands, and how do we embrace technology to get our platforms up to standard?\u201d<\/p>\n Technology platforms have changed consumer relationships, she continued. \u201cNetflix has changed the emotional relationship you have with content,\u201d she noted.<\/p>\n Mahon went on to say, \u201cYou might think the market is more fragmented, but big shows are getting bigger. We used to talk about event television as, Are you watching at 8 p.m. on Saturday night? It\u2019s now, Did you see what I saw this week? That\u2019s about relevancy. No matter how you window across that, whether it\u2019s VOD or live or repeat, there\u2019s a demand from consumers for that.\u201d<\/p>\n A key issue, she noted, is how you measure what success looks like today. \u201cIt definitely can\u2019t be live\u00a0overnights.\u201d<\/p>\n On the lack of new big format hits over the last few years, Mahon commented, \u201cThere is a tendency in our business to de-risk everything. Things don\u2019t take off really fast and then they are abandoned. The answer to that is to open up the risk windows in the schedule, where risks can be taken. So that might be later, or daytime. And do it enough, repeatedly, so there isn\u2019t the inherent fear locked into every individual show. And to encourage the environment where you can be open and ask about things and try ideas without diluting them by risking every element.\u201d<\/p>\n Non-scripted producers, she continued, need to be “fleet of foot,” adding, “The challenge for us on the non-scripted side is how can we come up with formats that are less repetitive and create pockets for [broadcasters] to experiment in the schedule.”<\/p>\n","protected":false},"excerpt":{"rendered":" Delivering a MIPFormats keynote this weekend, Channel 4 CEO Alex Mahon emphasized the need for innovation and risk-taking in the non-scripted entertainment sector.<\/p>\n","protected":false},"author":290,"featured_media":8334,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[69],"tags":[1235,117],"class_list":["post-8333","post","type-post","status-publish","format-standard","has-post-thumbnail","","category-top-stories","tag-alex-mahon","tag-channel-4"],"yoast_head":"\n