Comedy Central International’s Claire McArdle on moving TV content to platforms
Subscribe: iTunes | Stitcher | RSS | Anchor
Claire McArdle, vp of multi-platform at Comedy Central International, discussed the company’s strategy for moving linear content to platforms at the Digiday Video Summit earlier this month in Amsterdam.
“Our audience is watching things on linear, but they are on platforms,” said McArdle. “As a brand, we need to be talking to those audiences, providing content and being relevant on the platforms they are on. We make content that is specifically for the platform on which it sits. We don’t repurpose it. We make a version for the platform. Our mantra is: what the audience wants and what the platform rewards for that in terms of behavior.”
Edited highlights from the session appear below:
Don’t go to a platform without an audience
“It’s always a concern how platforms can move out of favor with audiences, or an algorithm changes, and suddenly, you’re not in the same place. We monitor that closely. We respond; we move quickly. We factor that in when we commission content. We have a good spread of platforms we’re on. You don’t have the capacity to serve on every platform. If you can’t capture the right audience, then there is no point of being there.”
Going global
“The majority of the content is being produced in the U.K., but series are being produced out of Australia, the Middle East, the local team. We have learned that we can take content from other territories and languages, and subtitle it. It’s starting to be consumed by English-language markets. It’s exciting given the amount of content we make in our territories like [the Latin American] market.”
Moving production in-house
“We moved everything [production] in-house in the last eight to nine months, largely because it’s difficult to get external producers to bear in mind the international aspect of it. We don’t have huge budgets, and we need to make sure everything goes on screen. We expand and contract internally. This means we can move more quickly.”
More in Future of TV
Future of TV Briefing: A Q&A with MSNBC’s Rashida Jones
This week’s Future of TV Briefing features a conversation with MSNBC president Rashida Jones about how the TV news network’s digital strategy has evolved this year and how that figures into its Election Day coverage plans.
Future of TV Briefing: Inside The Wall Street Journal’s video-based approach to this year’s election coverage
This week’s Future of TV Briefing looks at how The Wall Street Journal is using video to cover this year’s U.S. presidential election.
Why retailers like Kroger & Walmart are adding streaming services to their membership programs
More retail membership programs are adding streaming services like Disney+ and Paramount+ as an additional perk, but experts say there are more reasons behind doing so than just adding value to Kroger Boost or Walmart+.