In an increasingly competitive market, major European broadcasters are refining their criteria when it comes to selecting which projects make it to the screen. This was the focus of the panel discussion “Content Strategies: How to Get Your Show on: NRK, SIC and Mediaset”, where executives from these companies shared how a pitch progresses to a greenlight.
From Portugal, Vanessa Tierno (SIC) made it clear that a clear concept is key: an idea must be understood in seconds and, furthermore, stand out visually. But creativity alone is not enough. The economic climate forces us to think of efficient formats, capable of adapting to different platforms and with the potential to run for a long time. In a small market with an ageing audience, the priority remains the family audience, with strong brands capable of sustaining several seasons.
Along the same lines, Fabrizio Battocchio (Mediaset) emphasised the importance of major shows as live events, capable of bringing the entire audience together in front of the screen. In Italy, he explained, free-to-air television is reinforcing its identity by focusing on mass-appeal, emotional and interactive formats, where live broadcasting remains a key differentiator compared to streaming.
Overall, the message was clear: today, projects must combine originality, economic viability and the potential to become an ‘event’. In an ecosystem saturated with content, it is not just the idea that matters, but its ability to become a lasting brand.
