The Story Lab Teams with youngest Media for Digital-First Formats


The Story Lab and youngest Media are partnering up for the production of digital-first entertainment formats.

The collaboration launches with three formats, which will premiere on digital platforms first. The dating format Date or Dump, the challenge show Skills to Pay the Bills and the game show Human Timer have been created by youngest Media and will be funded and distributed by The Story Lab globally.

The first format to be produced by youngest Media is Date or Dump, which will broadcast on UNILAD, a digital platform that has more than 32 million followers and reaches 500 million-plus people on Facebook every month.

Robbie Ashcroft, Lab director at The Story Lab UK, commented: “With digital content viewing and consumption choice at an all-time high, we are delighted to work with youngest Media and digital partners like UNILAD to develop, create and distribute premium quality entertainment that can engage mass audiences online before translating into longer form broadcast shows.”

David Flynn, co-founder of youngest Media, added: “We’ve always known a hit format can come from anywhere in the world—and now it can come from any platform. We believe there’s a new generation of formats coming, which can become viral hits as short-form content as well as capture a mass television audience as long-form shows.”

Matt Ford, the commercial director of UNILAD, said: “We’re very excited to be working with The Story Lab and youngest on Date or Dump. We know we have a platform which people engage with which puts us in a unique position when creating new formats. We can actually see how the format performs with our audience via views and engagements putting us in a fantastic position.”