With the explosion in digital platforms, a sharp rise in investment and more varied content than ever, it’s certainly an exciting time to be working in the drama industry. But where does drama go from here – and what challenges is the new landscape throwing up?
The TV industry has always had a tendency to talk up the quality of its work. But there’s no question that TV drama is now more creative, ambitious and innovative than ever. While US, British and Scandinavian series tend to grab most of the headlines, a steady stream of excellent scripted shows from countries such as Australia, Canada, France, Israel, Korea, the Netherlands, Spain and Turkey reinforces the point.
In fact, says Helen Jackson, chief creative officer at UK-based distributor BBC Worldwide: “You would have to have been on Mars not to feel excited about developments in drama.”
For Jackson (pictured above), a number of factors have come together to create the current enthusiasm for the genre. “Viewing habits have changed so that there is a real desire among consumers for the emotional connections that drama brings,” she says. “That has been picked up on by channels and platforms, which realise drama is a brilliant way to engage with audiences, build their brands and then leverage other types of content in their schedule.”
Hit shows like AMC’s Breaking Bad, Showtime’s Homeland, Netflix’s House Of Cards, ITV UK’s Downton Abbey and SVT/DR’s The Bridge have proved this proposition and led to a huge increase in scripted content investment by broadcasters, distributors and the new wave of global SVOD platforms. This, in turn, has led to an influx of great writers, actors, directors and producers from the film industry, says Jackson.
“There is a strong trend for people travelling with ease between film and TV. We worked with Jane Campion on Top Of The Lake, a project that would have too big to think of in terms of a two-hour film.”
With TV now able to match film in terms of the quality of its storytelling, top talent is enjoying the ability to “explore characters over a long period of time,” she adds.
The growing appeal of drama has had a clear impact on BBCWW’s bottom line, Jackson continues, with the genre now accounting for 50% of the company’s revenues. Looking ahead, Jackson anticipates more growth, with drama on course to account for 60% of revenues next year. “Drama’s success isn’t to the exclusion of other genres, but it is definitely here to stay.”
BBCWW’s faith in drama’s future has encouraged it to form some high-profile partnerships with talent. It has a first-look relationship with Drama Republic, the company behind Maggie Gyllenhaal project The Honourable Woman, and also with On The Corner, a new indie that includes execs from the critically acclaimed movie Senna. In addition, it has taken a 35% stake in Lookout Point, a coproduction specialist that worked with BBCWW on Ripper Street and Parade’s End and is now in the midst of developing a TV version of Tolstoy’s War and Peace.
For Lookout Point, BBCWW’s investment is vital because it provides the company with financial stability and market muscle in what remains an expensive, high-risk business. But the deal is also a good indicator of the way the international drama business is moving. Put simply, high-end dramas are so ambitious they can’t be funded by a single broadcaster. As a result, companies like Lookout Point play a pivotal role in bringing together various parties to build the required budget – in structures that increasingly resemble indie film deals.
In the case of War and Peace, LOP brought in The Weinstein Company as a frontline partner. Just as interesting was the deal that saved crime drama Ripper Street from the axe at the end of series two. “The BBC loved the show and, if they had unlimited slots and money, would have done more,” says Lookout Point CEO Simon Vaughan. “But they cancelled it. So we brokered a deal with Amazon that helped us put it back on air for a third series. Amazon had the first window and then the BBC picked up the show for 2015. For us, that was creatively very exciting because we hadn’t finished telling our story.”
The themes outlined by Jackson are reflected in other developments in international drama. Earlier this year, for example, UK broadcaster Channel 4 created a new role specifically to develop international drama coproductions. Appointed to oversee this area was Simon Maxwell, who joined from Pro7Sat1-owned Red Arrow Entertainment. He says: “It was a bold move by C4 to launch a third strand of drama alongside its domestic slate and acquisitions. I can’t specify the budget but it is in addition to what is spent on domestic drama.”
Maxwell says his creative brief is to find “contemporary authored dramas that are distinct from the domestic slate. So we’re looking for partnerships with like-minded broadcasters.”
His first big project is a textbook example of the new breed of cross-border drama that is capturing the headlines. Called Humans, the show is set in a parallel present where the latest must-have gadget for any busy family is a robotic servant called a ‘Synth’. The show was originally produced by Matador Productions for Swedish public broadcaster SVT. The remake rights were then acquired by UK indie Kudos, with sister company Shine International coming on board to distribute both the Swedish and UK versions. Initially, the show was being prepped as a C4 partnership with Xbox Entertainment Systems. But when XES was shut down, US cable network AMC stepped in as a coproduction partner.
For Maxwell, Humans is “a project that will build on C4’s renowned drama brand. It’s an opportunity to achieve the scale and international appeal of shows like Fargo and Homeland.”
He is happy AMC has come on board because he believes the companies are a good fit. “The climate in favour of copro is stronger than ever. But it is imperative with projects like this to find people with the same vision, who want to make the same kind of show. You don’t want to enter partnerships where both sides are excited by the idea but have different editorial sensibilities, because you’ll be trying to create different shows.”
While AMC is in expansionist mood both domestically and internationally, it’s increasingly clear that the emerging digital platforms will also play a key part in the future of drama. Xbox may have turned its back on TV, but there is plenty of activity from the likes of Netflix, Amazon and Sony Playstation (which recently jumped on board comic-book adaptation Powers with sister firm SPT).
Carrie Stein, EVP of global productions at eOne TV, says the rapid rise of digital platforms has transformed the funding of drama. “Two years ago digital didn’t exist in our sales projections, but now we can be looking at up to 30% from that sector. Sometimes there are so many digital players in one market that we might be able to sell a show five, six or seven times.”
It’s a similar story for Gaumont International Television, the LA-based arm of iconic French producer Gaumont. The company has seen critical and commercial success with horror series Hemlock Grove, which is just going into its third and final season on Netflix. GIT CEO Katie O’Connell says this is now being followed up with two very distinct series for Netflix: “We have announced Narcos, a brilliant look at life during the drug wars in Colombia in the 1980s. We’re also excited about a comedy animation with synergies between our US and French studios.”
Asked whether there is a difference between making drama for regular TV channels and SVOD platforms, producers often say different styles of viewing behaviour have to be taken into account. This is confirmed by O’Connell, who says the trend towards binge or box set viewing on SVOD meant “we had to think hard about the music on Hemlock Grove. It sounds more repetitive to an audience that is binge viewing than an audience watching once a week. You also have to think about the conclusion of each episode. With traditional TV you want a robust ending, whereas with SVOD you almost want to stop mid-sentence so people jump straight to next episode.”
Lookout Point’s Vaughan echoes O’Connell when he says that the way people watch drama now means it is possible to do “braver, more interesting stuff. Because people are watching shows via catch-up and are willing to immerse themselves in shows, writers and creators can make more complicated and nuanced decisions about the story. They don’t have to spoon-feed the audience; they can leave questions unanswered.”
With so many different platforms to produce for, a big question for producers is how to target their development. O’Connell believes it’s important not to try to second-guess channels: “The tail shouldn’t ever wag the dog,” she says, “We like to develop the narrative outside the commissioning network. Often, shows that offer the best creative expression are not prescriptive. They allow the auteur to bring something the audience and market don’t even know they want.”
eOne’s Stein makes a similar point: “It’s a problem when you try to put a project together and guess who will like different aspects of it. It diffuses the creative. So, where it makes sense, we are funding scripts before going to networks.”
One interesting recent trend in the US drama market, which has global significance, is the shift away from piloting towards full-series orders. GIT took this line with its thriller Hannibal, which was fully developed before being sold to NBC in the US and SPT-owned AXN internationally. When NBC greenlit the show, it went straight for a full-series order of 13 episodes rather than a pilot. This is can be advantageous to producers, says O’Connell: “Having a straight-to-series order helps when talking to talent. We could go to Laurence Fishburne and Hugh Dancy and offer them 13 episodes, not just a one-off pilot.”
The shift towards full-series orders has mainly been driven by cable and SVOD channels, but it is unlikely to spell the end of the US pilot system. Channing Dungey, EVP of drama development, movies and miniseries at ABC Entertainment Group, says pilots still have a value for ad-funded networks, which don’t want to commit to long-running series and then have to axe them after two or three episodes if they rate poorly. Economically, she says, there is greater logic in using pilots to test shows before the full series investment is made.
The main exception to this is shows like Hannibal, where the funding risk is being shared with the international market. In this scenario, where an international network and a distributor have already covered some of the budget, it becomes possible for US networks to dispense with pilots and go straight to series.
Echoing many of these scenarios, BBCWW’s head of scripted, Liam Keelan, says the big change in the drama market is that “deal structures are changing beyond recognition. There’s just not one single model when it comes to getting a project off the ground. For example, we used to take it for granted that we would need a UK broadcaster attached to a project, but that mindset doesn’t really exist anymore.”
He illustrates this point with a project called The Refugees, which “was being made for La Sexta in Spain by a Spanish production company called Bambu. It was a really smart eight-part sci-fi series that needed coproduction funding. Two to three years ago we wouldn’t have got involved because there wouldn’t have been the appetite, but the boom in demand for drama has changed that. We are in a global marketplace now.”
While the new “shared risk” funding model has provided a platform for the current boom in international drama, the big question is whether the drama sector can keep pumping out great stories, or if there are threats to the new ecosystem.
One issue that has emerged as a concern is the lack of top screenwriters available to high-end productions. Writers can often be backed up for years with work – leaving some projects high and dry. Justin Thomson-Glover, managing director of Far Moor Media and Artists Studio, is a copro expert who has helped bring projects including BBC drama Jonathan Strange and Mr Norrell to life. He says he has been waiting for 12 years for a particular writer to become available on a project (though the good news is that the writer looks like he’ll be free in 2015).
Experts on the production side say the problem isn’t so much a shortfall of writers, but rather a lack of writers in whom commissioning broadcasters are willing to place financial faith. “There are lots of fantastic writers,” explains Thomson-Glover, “but very few who everyone can agree are fantastic writers.”
This pressure is exacerbated by the fact that so many broadcasters are looking for “authored” drama, says Greg Brenman, MD of producer Drama Republic. Unlike procedural dramas, soaps or comedy series, which tend to rely on a pool of writers, the new generation of drama is often handled by one (or sometimes two) writers. Brenman cites the example of Peaky Blinders, which saw creator Stephen Knight write all of season two. That’s the kind of scenario where new screenwriters could, in theory, be blooded.
Brenman’s company was widely acclaimed for The Honourable Woman and is now working on Doctor Foster, another drama that places an intelligent, empowered woman at the heart of the narrative. In terms of positives, he is excited by the creative opportunities the market presents, citing an increase in the number of “genre adjacent” shows like The Missing and Happy Valley, “where you see a crime show and a relationship show in one format.” But he is concerned about what he calls “content fatigue. I see a tension between serial and series. How many deep relationships can audiences commit to in TV?”
On the issue of writing talent, James Baker, MD of Pro7Sat1-owned Red Arrow Entertainment UK, believes the current demand suggests there is “a huge need for a writers/showrunners academy. It’s such an important thing that I think it is incumbent on bigger companies to create that process.”
Baker is part of one of Europe’s fastest-growing drama studios and has recently seen police show Bosch commissioned by Amazon. Echoing his peers, he is “bullish about on-demand. There’s already been a big step change in the last 24 months, and that is going to accelerate faster than people think. Already we have Amazon, Netflix and Hulu, and now there is talk of Vodafone considering content. Going forward, major networks are going to need a robust on-demand strategy, either on their own or in partnership. It’s fantastic news for the drama industry.”
For Baker, the key to survival will be flexibility, both in terms of how consumers gain access to content and creative partnerships. He also believes the industry “will see more non-traditional financiers coming into this space. I can see more venture money backing the long-term value of content.”
While producers and distributors are endlessly articulate when discussing the way forward for drama, it’s always interesting to find out what the new generation of drama-commissioning platforms think. For example, in November, Chris Bird, director of content strategy at Amazon Instant Video EU, attended the C21 Drama Summit in London, where he provided some insight into the company that commissioned shows like The After, Transparent, Mozart in the Jungle and Bosch during 2014.
The key to Amazon’s approach, Bird said, is that the company is “very customer-driven.” However, he dismissed the idea that Amazon’s decisions are purely based on data derived form audience behaviour: “No one buys into the idea you could base creative decisions just on data or feedback from customers. The data we have is very broad and deep, but so is the data broadcasters like the BBC and ITV have. Human opinion – plus data – will trump either of those tools alone. You have to use everything you have.”
Amazon’s approach is to make the relationship between audience and creative talent as “seamless as possible, cutting out anything in the middle,” he continued. In terms of the future, Bird predicted 2015 will see “a great volume and quality of drama shows appearing exclusively on online platforms. Content is going to be important as a point of difference, so we have to ensure the things we do are different to competitors.”
So what kind of drama works in the new landscape? “There’s such a bewildering array of platforms, you have to find a show that is as loud, impressive and ambitious as possible,” says Thomson-Glover. “Everyone is looking for something extraordinary.”
At Lookout Point, the emphasis is firmly on period properties at present. Aside from War and Peace and Ripper Street, the company is prepping Victorian ghosthunter series The Living and the Dead (6×60’) for the BBC and is also in the midst of developing a £20m-plus version of Charles Dickens’ A Tale Of Two Cities. The 10×45’ miniseries is being written by Alan Bleasdale and will be distributed by BBCWW.
C4’s Simon Maxwell says a lot of sci-fi and international thriller projects are crossing his desk, “though what I’d love to find is an authored crime show that reinvents the genre.” In terms of projects other than Humans, C4 has unveiled Opposite Number, a political drama that focuses on a British nuclear scientist taken prisoner in North Korea, triggering an international crisis.
Looking at future trends, Red Arrow’s Baker expects to see “narrative content starting to jump from the internet to mainstream networks,” while eOne’s Stein anticipates “more shows crossing borders, like the foreign-language shows that have aired on BBC4 in the UK. I can also see more examples of shows taking audiences to different places, like Channel 4’s new 10-part drama Indian Summers.
However, Thomson-Glover sounds a note of warning: “There is an expectation now from broadcasters that you can deliver big budgets and big stars when they’ve only given you 40% of the budget. So there’s an ongoing puzzle regarding how you find the rest of the money in a way that won’t destroy the show. I also think there are some potential issues around aggregation, which means fewer independents.”
BBCWW’s Keelan says the current market is so competitive that “everything that goes out in the schedule needs to feel like an event. So I think we’ll see the middle squeezed.” One big feature of the new landscape is that producers don’t have to worry as much about the number of episodes, he adds. “You just have to look at how successful Sherlock has been around the world.”
Keelan also stresses his optimism for the future of linear TV as part of the drama viewing mix. Notwithstanding Netflix CEO Reed Hastings’ prediction that linear TV will be dead in 15 years, he says: “People like their weekly fix. They want to have some social interaction around last night’s show. So I think linear is here to stay for a good while.”
tagged in: Amazon, BBC Worldwide, Bosch, Carrie Stein, Channel 4, Channing Dungey, Drama Republic, eOne TV, Greg Brenman, Helen Jackson, Humans, James Baker, Justin Thomson-Glover, Liam Keelan, Red Arrow Entertainment, Ripper Street, Simon Maxwell, Simon Vaughan, The Honourable Woman