From the Variety Summit Entertainment&Technology
Entertainment Content Visionaries Panel
Malik Ducard – Chief Content Officer, Pinterest
Abhijay Prakash – President, Blumhouse
Lisa Katz – President, Scripted, NBCUniversal Entertainment
Ben Davis – EVP, Original Programming, AMC Networks and AMC Studios
Sarah Aubrey – Head of Original Programming, Max
Michael Schneider (Moderator) – TV Editor, Variety
The panel discussion focused on the content strategy of AMC network, NBC and Max and their approach to AI and on the integration of AI in creative processes, particularly in enhancing content discovery and engagement on platforms like Pinterest and AMC. Pinterest leverages AI to curate and surface relevant content to users, while AMC explores AI’s potential in creative exploration, such as generating visuals for storyboards. However, the human element in storytelling was emphasized as irreplaceable, with AI seen as a tool to support rather than replace human creativity.
Pinterest stands out as a platform where users deeply engage with immersive worlds, especially when curating content for special events like premiere weekends. Its unique ability to allow users to curate images, videos, and collages makes the experience both actionable and highly engaging. Leveraging AI, Pinterest surfaces the right content to the right user at the right time, significantly enhancing the experience for viewers while also benefiting content owners. The primary use case for AI on Pinterest is to make content more discoverable and engaging, ensuring that users are consistently presented with relevant, inspiring material. Prakash – President, Blumhouse shared how AI is used in the creative exploration process, such as generating visuals for storyboards and character designs.
Katz, President of Scripted at NBCUniversal Entertainment, underlined the importance of the human component in storytelling, emphasizing that it cannot be replaced by AI. This component is essential to the success of shows, as it embodies the emotional connection between people, the characters, and the narrative. The personal experiences individuals bring to their roles and stories create something intangible and irreplaceable, a part that AI cannot replicate.
Davis (AMC Networks and AMC Studios) emphasizes that AMC is fully committed to author-driven storytelling, which AI will never replace. AMC supports visionary storytellers and is exploring how AI can serve as a tool to help bring immersive worlds, often featuring large-scale visual effects, to life. They are in a phase of understanding how this technology can enhance the creation of these expansive, visually rich narratives.
Challenges in the Entertainment Industry
Shifting to the challenges in the entertainment industry, AMC’s Davis explained that the strategy remains focused on telling premium high-quality dramas and making them available to viewers wherever they are. The company is adapting to the changing landscape by working with distribution partners and ensuring their shows are accessible on various platforms.
In response to Variety’s question about the challenges posed by lower production volumes and their impact on the market, all the speakers expressed confidence in navigating the current environment. AMC highlighted their focus on lower-budget productions with meaningful upside potential. Despite the industry’s challenges, AMC remains optimistic about the success of their niche market and their continued ability to engage effectively with audiences. Blumhouse also expressed contentment with navigating the current market conditions, emphasizing their expertise in producing successful content with lower budgets
What about current programming development? What is Max looking for? Aubrey (Max) emphasized their focus on multi-year projects with large intellectual properties (IP) and cost-efficient shows that deliver episodic satisfaction. So Max is partnering with creators such as Tony Award-winning playwright J.T. Rogers and Texas Monthly to develop new content with the goal of creating shows that combine episodic gratification with a slow-burn storytelling style, designed to captivate both new and established audiences.
When asked about the market for original ideas, Katz (NBCUniversal Entertainment) acknowledged that while developing original concepts is more challenging, it also brings more excitement. Success hinges on not just the idea itself, but also on effective execution and strategic marketing. Originality demands a clear vision and a strong approach to stand out in the crowded content landscape. In response, Davies from AMC echoed this sentiment, emphasizing AMC’s pride in maintaining a balanced mix of original shows and franchises. He highlighted how AMC has built its reputation on quality and originality, citing shows like Breaking Bad and The Walking Dead as examples of this approach. He further noted that even today, while the network has large franchise universes like The Walking Dead and the Anne Rice Immortal Universe, it continues to champion fresh content with shows like Dark Winds and the upcoming project with Jonathan Glasser set in the tech world. This balance of big franchises and new original stories is key to AMC’s strategy for sustained success.
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Entertainment Content Visionaries Panel
Malik Ducard – Chief Content Officer, Pinterest
Abhijay Prakash – President, Blumhouse
Lisa Katz – President, Scripted, NBCUniversal Entertainment
Ben Davis – EVP, Original Programming, AMC Networks and AMC Studios
Sarah Aubrey – Head of Original Programming, Max
Michael Schneider (Moderator) – TV Editor, Variety
The panel discussion focused on the content strategy of AMC network, NBC and Max and their approach to AI and on the integration of AI in creative processes, particularly in enhancing content discovery and engagement on platforms like Pinterest and AMC. Pinterest leverages AI to curate and surface relevant content to users, while AMC explores AI’s potential in creative exploration, such as generating visuals for storyboards. However, the human element in storytelling was emphasized as irreplaceable, with AI seen as a tool to support rather than replace human creativity.
Pinterest stands out as a platform where users deeply engage with immersive worlds, especially when curating content for special events like premiere weekends. Its unique ability to allow users to curate images, videos, and collages makes the experience both actionable and highly engaging. Leveraging AI, Pinterest surfaces the right content to the right user at the right time, significantly enhancing the experience for viewers while also benefiting content owners. The primary use case for AI on Pinterest is to make content more discoverable and engaging, ensuring that users are consistently presented with relevant, inspiring material. Prakash – President, Blumhouse shared how AI is used in the creative exploration process, such as generating visuals for storyboards and character designs.
Katz, President of Scripted at NBCUniversal Entertainment, underlined the importance of the human component in storytelling, emphasizing that it cannot be replaced by AI. This component is essential to the success of shows, as it embodies the emotional connection between people, the characters, and the narrative. The personal experiences individuals bring to their roles and stories create something intangible and irreplaceable, a part that AI cannot replicate.
Davis (AMC Networks and AMC Studios) emphasizes that AMC is fully committed to author-driven storytelling, which AI will never replace. AMC supports visionary storytellers and is exploring how AI can serve as a tool to help bring immersive worlds, often featuring large-scale visual effects, to life. They are in a phase of understanding how this technology can enhance the creation of these expansive, visually rich narratives.
Challenges in the Entertainment Industry
Shifting to the challenges in the entertainment industry, AMC’s Davis explained that the strategy remains focused on telling premium high-quality dramas and making them available to viewers wherever they are. The company is adapting to the changing landscape by working with distribution partners and ensuring their shows are accessible on various platforms.
In response to Variety’s question about the challenges posed by lower production volumes and their impact on the market, all the speakers expressed confidence in navigating the current environment. AMC highlighted their focus on lower-budget productions with meaningful upside potential. Despite the industry’s challenges, AMC remains optimistic about the success of their niche market and their continued ability to engage effectively with audiences. Blumhouse also expressed contentment with navigating the current market conditions, emphasizing their expertise in producing successful content with lower budgets
What about current programming development? What is Max looking for? Aubrey (Max) emphasized their focus on multi-year projects with large intellectual properties (IP) and cost-efficient shows that deliver episodic satisfaction. So Max is partnering with creators such as Tony Award-winning playwright J.T. Rogers and Texas Monthly to develop new content with the goal of creating shows that combine episodic gratification with a slow-burn storytelling style, designed to captivate both new and established audiences.
When asked about the market for original ideas, Katz (NBCUniversal Entertainment) acknowledged that while developing original concepts is more challenging, it also brings more excitement. Success hinges on not just the idea itself, but also on effective execution and strategic marketing. Originality demands a clear vision and a strong approach to stand out in the crowded content landscape. In response, Davies from AMC echoed this sentiment, emphasizing AMC’s pride in maintaining a balanced mix of original shows and franchises. He highlighted how AMC has built its reputation on quality and originality, citing shows like Breaking Bad and The Walking Dead as examples of this approach. He further noted that even today, while the network has large franchise universes like The Walking Dead and the Anne Rice Immortal Universe, it continues to champion fresh content with shows like Dark Winds and the upcoming project with Jonathan Glasser set in the tech world. This balance of big franchises and new original stories is key to AMC’s strategy for sustained success.
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