{"id":15280,"date":"2025-09-08T09:55:52","date_gmt":"2025-09-08T13:55:52","guid":{"rendered":"https:\/\/worldscreen.com\/tvformats\/high-volume-low-cost-social-ready-nicki-gottlieb-talks-format-creation\/"},"modified":"2025-09-10T09:45:50","modified_gmt":"2025-09-10T13:45:50","slug":"high-volume-low-cost-social-ready-nicki-gottlieb-talks-format-creation","status":"publish","type":"post","link":"https:\/\/worldscreen.com\/tvformats\/high-volume-low-cost-social-ready-nicki-gottlieb-talks-format-creation\/","title":{"rendered":"High-Volume, Low-Cost &#038; Social-Ready: Nicki Gottlieb on Format Creation"},"content":{"rendered":"<p>Nicki Gottlieb has spent more than two decades making factual and entertainment shows in the U.K., with a long list of credits that includes <em>Inside the Ambulance<\/em>,\u00a0<em>Secrets of the London Underground<\/em>\u00a0and\u00a0<em>Fraud Squad<\/em>. That skill set aligns with the need to create content that will have an impact on both social media and the TV screen, Gottlieb says.<\/p>\n<p>\u201cI\u2019ve done a lot of high-volume, lower-cost TV,\u201d Gottlieb tells <em>TV Formats<\/em>. \u201cAt Brown Bob, that was our bread and butter. When you\u2019re making 20 hours in one commission, you dig deep into the format. You have your format point, and you deliver it over and over. Being able to turn around stories so quickly is a skill. You don\u2019t have time to sit back and allow the narrative to unfold. That sensibility delivers nicely for the TikTok generation. You\u2019re not having one story for half an hour; you\u2019re having three or four stories for half an hour. You\u2019re jumping all over the shop, you\u2019re delivering takeout, and it feels authentic. That\u2019s what you need.\u201d<\/p>\n<p>As COO of U.K. indie Content Kings, Nicki Gottlieb runs the company alongside Gavin Hay and Jonathan Levi, driving its commercial and strategic direction. Together, they leverage years of linear expertise to create shows designed to deliver across platforms.<\/p>\n<p>\u201cWe need to find a different way of telling the same story,\u201d Gottlieb says. \u201cAuthenticity is at the forefront. What are you going to give the audience that\u2019s new? Everybody wants takeout. What would [the show] look like on Instagram? How is it being talked about? What\u2019s your click rate? Those are the conversations you\u2019re having now.\u201d<\/p>\n<p>For Gottlieb, Content Kings\u2019\u00a0<em>Lip Reading the Royals<\/em>\u00a0is the perfect example. \u201cHow do you tell the story of the royal family in a different way, when we\u2019ve all been making the same show over and over again? Do it with lip reading. We can do that with politicians, stars and sportspeople. The plan is to go big with it and explore different avenues. We\u2019re working with Getty to access all the archives. How do you make TV shows today? You collaborate with people. Let\u2019s bring everybody in with all your skill sets and let\u2019s work together to make something special.\u201d<\/p>\n<p>Alongside a spirit of collaboration, Content Kings is also betting on new technology, with Gottlieb eagerly integrating AI into her toolkit. \u201cWe are pushing to bring AI into that factual space,\u201d she says. \u201cWe\u2019ve spent a lot of time in the past doing reconstructions and using archives. For the editorial, it takes you to a point. Can AI enable us, on the higher-volume, lower-cost shows, to go to a different place and tell a different story? We\u2019re having a few conversations with people about that, and they are open to it as long as it\u2019s authentic. You have to always maintain authenticity. Especially when money\u2019s tight, it\u2019s very difficult to create new things when you don\u2019t have the finances to test. AI allows you to test things.\u201d<\/p>\n<p>Beyond authenticity and budget, the team at Content Kings is also firmly focused on ensuring the long-term value of its IP. Indeed, while Gottlieb shuttered her indie Brown Bob, the body of work she built over ten years at the outfit is now at Content Kings.<\/p>\n<p>While the U.K. commissioning landscape remains challenged, Gottlieb is feeling optimistic. \u201cWe\u2019re seeing more positivity coming from the broadcasters. We\u2019re coming together, saying, &#8216;Let&#8217;s not let our industry die; let\u2019s all work together to create some really cool stuff.&#8217;\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Content Kings&#8217; Nicki Gottlieb talks high-volume, low-cost shows, embracing AI and creating formats that will resonate on linear, streaming and social.<\/p>\n","protected":false},"author":290,"featured_media":15281,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"pmpro_default_level":0,"footnotes":""},"categories":[79,69],"tags":[4452,4453,4451],"class_list":["post-15280","post","type-post","status-publish","format-standard","has-post-thumbnail","","category-features","category-top-stories","tag-content-kings","tag-lip-reading-the-royals","tag-nicki-gottlieb","pmpro-has-access"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>High-Volume, Low-Cost &amp; 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