The Future of TV Across Social Media

Firstly, and to be very clear, Blue Peter is not dead (as some have reported). But it has evolved away from live episodes. It’s a shift that’s been ongoing for a few years with less and less live eps, as the worlds of traditional entertainment and digital content creation develop in line with audiences’ changing viewing habits.   

20 years ago (God I’m getting old), when I made BEBO hit series KateModern, members of the press were eulogising that TV was dead – something that we, the plucky upstarts, were quick to rebuff.  

📺 TV wasn’t dead then, and it isn’t now, two decades later 📺 

It is changing, though. Budgets are being squeezed due to a shift in advertising priorities and diminishing viewer numbers. The industry is in the midst of a very long transition. That said, TV still serves a massive section of the population and can absolutely exist in harmony with platforms like YouTube, social media, and the streamers. Put simply, just because one platform comes on strong, doesn't mean others have to die!  

Regarding Blue Peter, the truth is that kids’ shows and broadcasters are evolving for the modern world. Live TV is not a thing for the kids of Gen Alpha as it has been for previous generations. My kids aren't getting home and watching CBBC or CITV for hours, they’ve been replaced by a plethora of options. My boys (who are 6, 8 and 11) are DESPERATE to get Blue Peter badges, but they only ever watch content on iPlayer on the TV or their iPads. This is the right call from the BBC, though I am glad it wasn’t me who had to make it, it’d be like being the person who decided to kill off Tony from Hollyoaks!  

It's also crucial to point out that live “appointment to view” content isn’t finished either, on TV or online, it’s just a bit different to what it used to be. Earlier this month, 8 million people watched the live stream of the Sidemen Charity Football Match at Wembley Stadium on YouTube, which raised over £4.7m for charities like Children in Need. In February, a record-breaking 128 million viewers tuned into the Super Bowl on FOX in the USA. 

📺 As platforms continue to evolve, audience habits do too 📺 

At Formidable, we’ve been a part of this evolving era of content from the beginning, witnessing and adapting to the changes for our partners. Sure, there’s less money in ‘traditional’ TV now and fewer shows are being commissioned, but there’s also opportunity: 

🎥 Just look at the recent success of Channel 4’s digital-first division 4Studio, which is delivering bespoke content to entertain younger audiences on social media.  

🦁 YouTuber creators transition to ‘traditional’ TV formats, like Mr Beast’s ‘Beast Games’ on Amazon Prime video, which saw 50 million views in its first 25 days, or the Sidemen landing on Netflix. 

💊 We also see the rise of the streamers with their big hits, like Netflix’s Adolescence, which is a masterpiece.  

📺 Brands with social budgets and big social media channels in this era can behave like broadcasters 📺 

They are the new commissioners, creating branded entertainment properties. Like Ben Foster Meets, our series for Amazon Prime Sport, which started on their YouTube channel and evolved to be a hit on all their social platforms. It’s now included in their Champions League coverage on the main Prime Video platform. 5 years ago, that could only have been a feature or show on broadcast TV.  

📺 There’s a huge opportunity for brands to become the entertainment source in this new landscape 📺  

So audiences can grow affinity with brands in the same way as I have for shows like Blue Peter, which, when done right, more than delivers. 

📺 Ultimately, it's up to the industry to evolve or die 📺 

The BBC is not immune to this, a brave but correct call from those in charge. I look forward to the good ship Blue Peter sailing the digital seas for years to come, and my kids getting their badges!