BBC Studios is continuing its expansion into the FAST market, recently announcing a deal with Xiaomi TV+ to bring a number of channels to the platform in Western Europe. According to Kasia Jablonska, the director of digital and on-demand for EMEA at BBC Studios, the company’s strategy for the AVOD segment is driven by a mandate to ‘follow the audience wherever they are’.
In a recent session at the FAST Festival, Jablonska noted that while the growth of FAST has slowed, BBC Studios is still pursuing expansion. The company takes a ‘unique position looking at the underlying advertising opportunities rather than just a pure content partnership on a rev-share basis’. For example, Jablonska cited the exclusive launch of BBC Earth on Samsung TV Plus across EMEA, which delivered 2.5 million hours of viewing in just two months4. She said this was a ‘very strong sign that there is still interest in the FAST proposition, especially if it’s a premium, strong brand that has recognition globally’.
Jablonska explained that the company’s FAST channel slate maintains a ‘healthy balance’ of single and multi-genre content. She said that single IP channels are ideal for ‘rediscovering iconic series and engaging with super fans’, while multi-genre channels are used for ‘testing specific genres and brands’. Single IP services typically require around 150 episodes, while multi-genre channels need about 250 episodes. For scripted content, BBC Studios is moving towards ‘dual-IP propositions’, relaunching with two shows like Silent Witness and New Tricks. The executive also emphasized that all content is ‘carefully curated’ with stunts and marathons to keep audiences engaged.
The company’s approach is highly data-driven. Jablonska noted, ‘We are not able to scale our digital proposition unless it is data-driven’. She described a significant effort to create an internal data platform that aggregates third-party data, allowing the team to quickly react to performance dips and adjust scheduling in real time. Discovery, however, remains a challenge, as ‘every partner has a different UI interface’. To overcome this, the company’s teams work together to create publishing calendars that are tailored to specific market needs and local holidays.
She also weighed in on the advertising market for CTVs in EMEA. She said that while market penetration is at 60%, advertisers are not fully engaging with the opportunity. She believes CTVs are just beginning to realize that monetizing content is more profitable than monetizing devices. She also noted that a ‘big unknown’ remains around how to combine big TV budgets with programmatic advertising and how to ensure advertising inventory is properly aggregated to deliver value. Jablonska concluded by stating, ‘The platform that actually cracks the code will be the winner in this market’.
The company is very selective about its partnerships. ‘We are always very mindful’ of the perception that putting content on FAST channels might ‘cheape[n] the value’ of an IP. When considering a new partner, BBC Studios seeks ‘minimum guarantees to ensure that they trust in the value’ of the content and can provide a ‘proper return’. Jablonska cited partnerships with Telefónica in Spain and telco KPN in the Netherlands as examples of working with established partners to find different entry points for audiences.
Jablonska said that BBC Studios is focused on quality over quantity and is planning at least two new channels this year. She affirmed the company’s commitment to ‘continuing to scale its FAST and on-demand suite’ by focusing on the underlying ad sales opportunities.
