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Breaking Bad network chief calls using data to pick shows a ‘disaster’ Breaking Bad network chief calls using data to pick shows a ‘disaster’
(34 minutes later)
The head of the US network behind hit shows such as Mad Men and Breaking Bad has criticised the use of data to pick shows, calling it a “goddamm disaster”.The head of the US network behind hit shows such as Mad Men and Breaking Bad has criticised the use of data to pick shows, calling it a “goddamm disaster”.
Josh Sapan, chief executive of AMC Networks, said data mining was useful for marketing and promotion but not in making creative decisions. Although he failed to mention any rival firms in comments made at the RTS TV festival in Cambridge, Amazon and Netflix are US companies known for using data to inform decisions.Josh Sapan, chief executive of AMC Networks, said data mining was useful for marketing and promotion but not in making creative decisions. Although he failed to mention any rival firms in comments made at the RTS TV festival in Cambridge, Amazon and Netflix are US companies known for using data to inform decisions.
“Others have tried mining data to use it to say good show, bad show or this story, that story … I’ve never seen it work terribly well. You can’t number your way to greenlighting a show and you can’t get data that shows you how to fix a story.“Others have tried mining data to use it to say good show, bad show or this story, that story … I’ve never seen it work terribly well. You can’t number your way to greenlighting a show and you can’t get data that shows you how to fix a story.
“Numbers are not knowledge that particularly applies in the creative sphere.” “Numbers are not knowledge; that particularly applies in the creative sphere.”
Adding that AMC had a business analytics department which “provide an awful lot of insight” he added “Where the data flies well versus not well, it flies extremely well on the promotion and marketing side … how to spend money and how to reach people.” Adding that AMC had a business analytics department which “provides an awful lot of insight”, he added: “Where the data flies well versus not well, it flies extremely well on the promotion and marketing side … how to spend money and how to reach people.”
AMC, which last year signed a joint venture with BBC Worldwide over BBC America, heaped praise on the British broadcaster, which Sapan credited with leading the way for a shift towards high-quality shows in the US. “You guys are the godfathers of soul, you’ve been at that playbook for longer.” He named Luther, Broadchurch, Top Gear and the AMC/BBC joint venture Honourable Woman as great programmes.AMC, which last year signed a joint venture with BBC Worldwide over BBC America, heaped praise on the British broadcaster, which Sapan credited with leading the way for a shift towards high-quality shows in the US. “You guys are the godfathers of soul, you’ve been at that playbook for longer.” He named Luther, Broadchurch, Top Gear and the AMC/BBC joint venture Honourable Woman as great programmes.
He poured scorn on those fixated by scheduling before showing a comedy sketch on the power of binge watching. “You can’t dictate to people where to go … You’d just better hurry up and have the right stuff. If you don’t, no amount of clout or scale will work.” Related: Netflix gathers detailed viewer data to guide its search for the next hit
He poured scorn on those fixated by scheduling, before showing a comedy sketch on the power of binge watching. “You can’t dictate to people where to go … You’d just better hurry up and have the right stuff. If you don’t, no amount of clout or scale will work.”
AMC, which owns several cable channels and has a turnover of £2.4bn, is far smaller than the big four media companies in the US but Sapan suggested that ideas rather than acquisitions were the best way to grow.AMC, which owns several cable channels and has a turnover of £2.4bn, is far smaller than the big four media companies in the US but Sapan suggested that ideas rather than acquisitions were the best way to grow.
“If you don’t have the stuff, no amount of scale, scope or weaponry, you’d better be the best candidate.” The four biggest studios all rejected Breaking Bad and The Walking Dead, while Mad Men was rejected for being “a bit quiet”. “If you don’t have the stuff, no amount of scale, scope or weaponry, you’d better be the best candidate.” The four biggest studios all rejected Breaking Bad and The Walking Dead, while Mad Men was turned down for being “a bit quiet”.
Social media was “truly democratising” as it could make a hit out of a show from a tiny group with little marketing spend, he said.Social media was “truly democratising” as it could make a hit out of a show from a tiny group with little marketing spend, he said.
Talking about the US market, Sapan said subscription numbers were maturing, while viewing was moving away from linear channels to streaming. “It’s pretty big evolution rather than revolution … It’s not fireworks … people haven’t thrown their big TVs out of the window.”Talking about the US market, Sapan said subscription numbers were maturing, while viewing was moving away from linear channels to streaming. “It’s pretty big evolution rather than revolution … It’s not fireworks … people haven’t thrown their big TVs out of the window.”
Citing the value of owning content rather than leasing content, Sapan said wholly owned shows such as The Walking Dead were far more profitableCiting the value of owning content rather than leasing content, Sapan said wholly owned shows such as The Walking Dead were far more profitable