World Cup Producer: Local Culture Drives TV

Global attention for major events like the World Cup is harder to capture and sustain than ever before, according to Banijay Live CEO Marco Bassetti. He believes that audiences have not unified into a single global culture, making the creation of universally appealing television formats increasingly difficult.

Bassetti emphasized that while platforms are global, content must be localized to resonate. He noted that successful global shows like 'Money Heist' and 'Squid Game' originated from local productions that captured a local culture first. This local success then paved the way for international appeal.

In an era of intense competition from social media and streaming services, Banijay Live, which produces franchises like 'MasterChef' and 'Big Brother,' prioritizes local creatives and storytelling. Bassetti's experience, starting in early commercial television in Italy, taught him the importance of audience attraction, a lesson he applies today amidst digital fragmentation.

He also highlighted that the true competition for television is not just other platforms, but the direct use of influencers by major brands. While user-generated content is prevalent, professional producers like Banijay Live bring the capability to execute complex, premium ideas, distinguishing their offerings from simple phone-based content.