How to earn money with content: an explanation from Ben Silverman
There is no one better to talk to the Showbizz store with Ben Silverman.
The chairman and co-CEO of propagated content was for an interview with Variety‘S’ Strictly Business’ Podcast as a propagation marks its 10th year in business. Yes, TV and film production goes through a period of contraction, and yes – it is more difficult to earn huge money in TV than a generation ago. But there is no hint of despair in the voice of Silverman.
“I always have the feeling that the hits find money and success creates opportunities,” he says. The conversation discusses the business models that are useful for propagating and the levers that are available (or not) for producers to bring in money. Silverman quotes a number of examples with the help of two upcoming propagated shows – Owen Wilson comedy “Stick” and animated children show “Lulu is a rhino”, both for Apple TV+ – as examples of the different paths to generating income for different types of series.
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“‘Stick’ is set in the world of Golf. There are so many people who are interested in golf and are connected to golf consumers, and there are so many real merchandising options for Golf,” says Silverman. “Can we ‘Lulu is a rhino’ and the value that is supplied with an animated show unlock based on a book. Or there is a music soundtrack in that show. We can unlock value in that participation, so that all those pieces of content have different versions of financial returns,” he continues. “None of them today has the kind of enormous potential advantage that we made TV programs in the 90s and Aughts. So now, to reach the scale you need, you really need a certain volume. You need volume, and you need chips on the table and bets. You have to think smartly as you can be what you can.”
Silverman is at the forefront of the innovative dealing because of his role as a smart and ambitious William Morris Agency agent who helped generate the reality -TV boom of the early 2000s. He was paramount in reducing brand money in production and exploring abroad for hot remake and co-production perspectives and talent. From 2007 to 2009 he led programming for NBC.
Nowadays, propagate pressure in TV and film is. It has interests of talent management (artists first, select, authentic) and becomes increasingly active in managing and setting up brand partnerships for social media makers.
“I have a whole thesis about our entire company that was from the day we opened it: content creates culture, comes trade,” he says. “And is that content the influencer? Is that the content of the TV program? Where we drive on culture drives, and that is a great opportunity that has been unlocked by the technological transformation of how the internet enables us to talk to one and one.”
Silverman also reflects on his time at NBCuniversal (“It gave me a stomach ache”) and his deep regret about the hurried sales process for his first production banner, Reveille, in 2007 when he took the NBC job.
“My children don’t even realize how much I am sorry I sold it,” says Silverman.
“Strictly Business” is Variety’S Weekly Podcast with conversations with market leaders about the company of media and entertainment. ((Click here to subscribe to our free newsletter.) New episodes debut every Wednesday and can be downloaded on Apple Podcasts, Amazon Music, Spotify, Google Play, Soundcloud and more.
