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Creativity Over Trends: Banijay's Scripted Philosophy
1 Oct
Summary
- Banijay prioritizes talented writers as the foundation of its global strategy.
- The company fosters creative identities across its diverse international labels.
- Authentic stories and strong talent are key to standing out in a crowded market.
Banijay's global scripted strategy is fundamentally driven by a commitment to writers, according to Steve Matthews, head of scripted. The company aims to build an international network while preserving the distinct creative identities of its numerous labels.
This philosophy involves actively seeking and developing episodic writers, a need highlighted by the decline of some European development schools. Banijay supports this through initiatives like writer boot camps, fostering creativity over chasing fleeting market trends.
Producers across Banijay's labels, including Maria Grazia Vairo (Groenlandia) and Carolina Bang (Pokeepsie Films), emphasize developing original stories and cultivating long-term relationships with talent. They believe genuine passion for a project, rather than a focus on commerciality, leads to authentic and successful content.
Matthews cautions against robotically following market intelligence, asserting that shows manufactured for commercial appeal often fail. The focus remains on maintaining creative integrity, ensuring that even as the scripted business contracts, compelling stories will continue to be made.
