At this year’s TellyCast Digital Content Forum in London, the message for traditional TV producers was clear: adapt to digital-first content and platforms, or face the consequences. As the digital landscape continues to evolve, established TV broadcasters and production companies must rethink their strategies or risk losing relevance.
Held at the British Film Institute’s iconic venue on London’s South Bank, the forum brought together industry leaders, creators, and digital-first prodcos (production companies) to discuss how digital video platforms are reshaping the future of content consumption. As the TV industry grapples with declining viewership and slow commissioning, digital-native producers are seizing the opportunity to fill the void.
This post will dive into the key insights from the forum, highlighting the impact of social media platforms like TikTok, Snapchat, and Meta, and exploring how traditional TV producers can learn from the digital-first content revolution.
TV Industry Faces a Critical Crossroads
The traditional TV industry is in a state of flux. Declining linear TV viewership, combined with a slowdown in commissioning across broadcasters, has created a challenging environment for producers. Matt Campion, founder of UK-based Spirit Studios, aptly described the current state of TV as being in a “pickle,” reflecting the growing concern around the industry’s inability to adapt quickly to digital trends.
For years, TV content production has focused on one model: create content, distribute it via linear channels, and hope it gains traction. However, the digital age has upended this strategy, as platforms like TikTok, Snapchat, and YouTube have taken the spotlight.
Digital-first content producers are flourishing because they can create viral, episodic, and highly-engaging content that resonates with viewers in a way traditional TV rarely does. Matt Campion emphasised that the excitement felt by digital producers at the TellyCast forum was palpable. “It’s scary if you don’t have your foot in the door,” he said, recognising that the TV industry is at a turning point.
The Role of Social Media Platforms in Shaping TV Content
A key theme of the event was the changing relationship between digital platforms and traditional TV broadcasters. Leading platforms like TikTok and Snapchat are increasingly involved in the production process, offering support to creators and even helping them transition to mainstream TV.
TikTok: A Gateway to Mainstream TV Careers
Ed Lindeman, TikTok’s UK Head of Publisher Partnerships and Operations, spoke about how the platform is not just a place for short, viral clips, but also a launchpad for creators aspiring to break into mainstream media. He highlighted the example of Amelia Dimoldenberg, the creator of the viral series Chicken Shop Dates, who transitioned from TikTok to become the red carpet correspondent at the Oscars.
For Lindeman, this is proof that digital content creators can use platforms like TikTok to build a following and eventually make the leap into more traditional media roles. This transition not only helps creators reach new audiences but also strengthens the TV industry’s connection to the younger, more digitally-savvy generation.
Snapchat: A Platform for Authentic, Behind-the-Scenes Content
Snapchat’s Lucy Luke, Head of UK Partnerships, shared how Snap Stars (verified Snapchat creators) have increased content engagement by 55% in the past year. One of the key lessons for TV brands is how successful Snapchat creators share raw, unfiltered content with their audiences. Unlike traditional TV programming, which often sticks to polished, scripted formats, platforms like Snapchat thrive on authenticity and immediacy.
Luke encouraged broadcasters to adopt this model, citing the success of Alison Hammond, a presenter on ITV’s This Morning, who shares daily behind-the-scenes footage of her life on Snapchat. By embracing a more personal, public story format, broadcasters can tap into an audience that craves real-time connection with their favourite stars.
ITV Studios Demonstrates the Power of Digital Archiving
While the forum highlighted the challenges for TV producers, it also showcased some success stories. ITV Studios demonstrated how traditional broadcasters can still thrive by embracing digital-first strategies.
Ruth Berry and Graham Haigh from ITV spoke about how the company has successfully reworked content from its archive and repurposed it for digital platforms. A standout example was a clip featuring George Clooney talking about pranking Brad Pitt on the Graham Norton Show. Originally filmed nearly a decade ago, the clip was repurposed in vertical format and posted on Facebook, where it quickly amassed over 13 million views in a matter of weeks.
For IP owners, the key takeaway here is that archived content can still generate substantial engagement when presented in a way that aligns with current digital consumption habits. Instead of letting valuable content gather dust, broadcasters and production companies should explore new ways to repurpose existing content for social platforms.
Slowdown in TV Commissioning Opens Doors for Digital-First Creators
Another major topic at the forum was the slowdown in the commissioning of traditional TV content. With fewer projects being greenlit by broadcasters, many are turning to digital-first prodcos for fresh ideas and content to fill gaps in their programming schedules.
Sam Barcroft, the founder of Barcroft Media, discussed how a slowdown in TV commissioning has created a big opportunity for digital-first production companies. Barcroft himself sold his viral video company to Future Media for $30 million in 2019, and he now sees a major gap between the content needs of TV broadcasters and the supply of new content.
“There’s a gulf because no TV commissioners are commissioning anymore,” Barcroft said. “Channels are scrambling to fill their schedules. This is where digital specialists can step in and fill the void.”
Digital-first prodcos, like Zandland and Quintus Studios, are able to produce content quickly and affordably. With fewer restrictions compared to traditional TV production, these companies can deliver content that resonates with the modern audience’s desire for fast, digestible entertainment. This niche content is often more experimental, more diverse, and more emotionally engaging—qualities that are hard to come by in traditional TV formats.
The Future of TV: Embrace Digital-First or Fall Behind
The TellyCast Digital Content Forum served as a clear reminder that the TV industry cannot afford to ignore the rapid rise of digital-first content. As social media platforms continue to drive the conversation and shape cultural trends, traditional TV producers must adapt or risk losing touch with their audience.
As TikTok, Snapchat, and Meta continue to dominate the content landscape, the future of TV lies in the hands of digital-native creators. Those who can successfully integrate these new content strategies and platforms will likely thrive, while those who cling to outdated methods may face tough times ahead.
The key takeaway? Traditional TV producers must embrace digital-first content or face the reality of becoming irrelevant in a rapidly changing media world.
