As part of MIP London 2025, the panel “Shaping Success in the Digital-First Era: Insights from Production, Distribution, and Commissioning” brought together experts from the world of content production, distribution and commissioning to discuss key strategies for the digital age. Moderated by Justin Crosby, founder of TellyCast, the panel featured Matt Campion (Spirit Studios), Anouk van Dijk (Quintus Studios) and Amie Parker-Williams (MTV & Comedy Central – Paramount), who shared their experiences on how to maximize the impact of content in an ever-evolving media ecosystem.
Amie Parker-Williams stressed the importance of connecting with audiences on their own terms: “We have to go where our viewers are. It’s no longer about attracting them to a specific platform, but about building lasting connections in a global ecosystem.” She explained how digital commissioning should focus on curating and creating original content, often developed with digital talent, ensuring a balance between production quality and authentic connection with viewers.
Matt Campion stressed the value of meaningful content: “We want to create content with a purpose, that makes people think differently”. Spirit Studios has worked on a wide range of productions, from documentaries to dramas and factual content, emphasizing the need to adapt to new digital models. Hee also highlighted the IP360 initiative, a strategy that allows transforming short-form content into expanded formats, such as podcasts or TV series, maximizing their reach and monetization.
Anouk van Dijk shared the evolution of Quintus Studios, which started as a distributor and became a key player on YouTube, operating more than 14 channels specializing in documentaries. “The biggest change between the linear and digital model is that in digital the revenue comes over the long term, which requires a different mindset about financing and content success.” She also emphasized the importance of collaboration to optimize distribution and generate sustainable revenue over time.
The panel agreed that the key to success in the digital age lies in adaptability and strategy. Amie Parker-Williams remarked that being “platform fluid” is essential to reach diverse audiences, while Anouk Van Dijk highlighted the importance of non-exclusivity as a strategy to maximize the impact of content.
For his part, Matt Campion concluded with an inspiring thought: “You must think like a creator and be persistent. Consistency is key. He compared the industry to the example of MrBeast, the world’s most successful YouTuber, who created hundreds of videos before achieving virality. “Learn from the data, listen to the audience and keep going.”
