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When you are doing something neat, and you're doing it with neat people, and there is that convergence, something amazing will happen.
Hey {{first_name}}
You’ve probably heard it said before but.. Creators aren’t talent. They’re shows.
Broadcasters have this nasty habit of treating creators like “TV talent.” Stick them in front of a format, give them a script and a beat sheet, job done.
That might work for presenters, but It doesn’t work for creators. Actually let me correct, myself - you can do it, but it’s a stupid approach.
I’ll tell you why; talent can be swapped out. Creators can’t.
Creators aren’t just personalities you can plug into a format. They are the format. For some of them, they’re basically an entire genre. That’s why their audiences care. That’s why they keep showing up. And it’s why you can’t just rip that energy out of their channel and drop it into something else.
Broadcasters think in boxes: entertainment, fact-ent, docs, scripted.
Creators think in something way harder to replicate: identity.
And that’s why the old “just give them a slot” approach falls flat.
But theres something weird happening in the industry, it’s a convergence. The top creators are getting bored of being platform-native only. They’re aiming higher:
These are YouTube formats that look and feel pretty similar to saturday night prime time slots.
So now the tables have turned and creators are starting to play in the broadcaster’s world.
Which means the opportunity for broadcasters is no longer “make creators fit your show.”
It’s: learn how creators build shows worth caring about… then give them the scale, resources, and ambition of broadcast.
If you keep treating them like interchangeable talent, you’ll lose them.
They’re not here to slot in. They’re here to show you how it’s done.
So yeah.
The great digital convergence is happening, and creators and broadcasters are at the perfect moment to shake hands, make deals, and get to work.
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peace x
