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Here in Germany at the inaugural Seriesly Berlin conference, execs from international TV sector debated market contraction, opportunities and the meaning behind “bonfires and fireworks.”
In a panel chair by Deadline’s Stewart Clarke, The Art of Coproduction founder Marc Lorber and Constantin Film Chief Content Officer Jan Ehlert outlined how shows could achieve success either by “burning brightly” for a short period of time or slowly gaining heat over several seasons or years.
“With the firework [shows], hopefully they burn big and bright, with lots of ‘ooh aah’ moments,” said Lorber. “Good or bad, people know about them. On the other hand, Bonfire shows smoulder and burn. They are sustainable and returnable, and people feel comfortable with them.”
Ehlert, whose company makes Netflix hit Liebes Kind (Dear Child), added there was “huge demand for all types of entertainment.”
“For a show to work globally, it has to work for local market in the first place,” he said. “To be touching and authentic it has work for local audience and then it gets the ability to travel. There are shows out there that burn brightly and quickly,” he added, but noted “everyone remembers The Sopranos.” Others on the panel pointed to the slow burn success of AMC’s Breaking Bad, which didn’t explode until it was acquired by Netflix, as an example of the “bonfire” phenomenon.
Lorber, a former Lionsgate co-production exec, said that television shows and films are now in an attention battle with everything from “gambling, betting and sports,” but noted that there were comparatively similar rates of programs breaking through as in “years back.”
“The key goal is finding your tribe and making them religious,” he added. “We wish for a great share of the audience, but we also wish for a strong core audience.”
UFA Fiction MD Nataly Kudiabor talked how her company’s unexpected Prime Video Germany hit Maxton Hall – The World Between Us had been an “overwhelming” experience. The YA show, made for the local German-speaking markets, has become the streamer’s biggest ever international hit.
She noted that Amazon had premiered the show to “a handful of influencers who were flown in from around the world,” which helped begin the buzz around the high-school love story. “The next day, we launched the teaser and it was the number two video on YouTube. Then a day before launch, Amazon flew the cast over to LA to meet more influencers. We were very happy with how they approached the marketing.”
She agreed with Lorber and Elhert that “there is room for different shows,” adding: “Because of the time we’re living through at the moment, [Maxton Hall‘s success] could be about comfort watching. It can be a reminder to older women of their youth. There is room for all of this and I don’t think it has to be one [reason] or the other.”
Seriesly Berlin began today with Deadline moderating several key sessions. The two-day event is being held at the Fotografiska Berlin and has brought together major international and German TV execs and creatives to discuss key topics in the content biz.
