During the panel «The New Distribution Playbook: Maximizing Value Across a Fragmented Global Market”, key executives gathered to discuss the complexities of evolving ecosystem of the content distribution. Moderated by Richard Middleton, Editor of Broadcast International, the session highlighted the turbulence of recent years and the strategies required to stay afloat.
Julia Schulte, Senior Vice President of International Sales at France TV Distribution, described the current era as one defined by ‘hyperdistribution’. She noted that traditional linear broadcasters have not only launched their own OTT services but are also partnering with various other platforms, streamlining the market so that content can be found practically everywhere. For distributors, this fragmentation significantly complicates long-term financial planning. ‘One of our big jobs is, of course, to keep the financing possible for our series, documentaries, animation shows’, she explained. At the same time, Schulte emphasized the difficulty of projecting returns in such a volatile environment, adding that ‘in a world where things change every three months, it’s kind of difficult to do your PLL evaluations of what sort of MG you can requeue possibly in the next three years for content’.
Mark Young, Executive Vice President of International Distribution and Networks at Sony Pictures Television, echoed these sentiments, pointing out the sheer difficulty of operating in such a rapidly shifting market. He stressed the importance of relying on top-tier producers, securing the best IP, and having an expert distribution team to manage the friction. ‘That complexity is just difficult to navigate’, Young admitted. ‘Everything’s changing, changing very quickly’. To adapt, Sony is constantly testing new financial strategies rather than relying on a single traditional approach. ‘We’re still trying to find value, modeling loads, different models’. Exec stated, confirming that ‘there isn’t really any one set model for anything’ in the current marketplace.
The conversation then shifted to the booming South Korean market, where the global streaming appetite has created unique strategic dilemmas for local powerhouses. Sebastian Kim, Vice President of Content Distribution at CJ ENM, acknowledged the massive international success of Korean content over the past several years, specifically thanking global OTT partners for taking their shows to a worldwide audience. However, this global demand presents a distinct conflict of interest for a vertically integrated company like CJ ENM, which operates its own domestic linear channels and streaming platforms. ‘I have to find sort of a balance where if I sell most of my contents to the global streamers, that will damage my own operation as well’, revealed. He also noted that while he might wish for the privilege to simply sell everything globally, he must carefully manage rights to protect CJ ENM‘s local footprint. When asked by Middleton about how these deals are currently structured with international streamers, Kim detailed their collaborative approach. ‘So usually we call it as a pre-buy system’, Kim explained. ‘When they pre-buy those contents, we share in Korea together. But outside Korea it’s exclusive on their platform’. This delicate balancing act underscores the broader theme of the session: in today’s fragmented global market, maximizing value requires bespoke, constantly evolving strategies rather than a one-size-fits-all playbook.
Alberto Buitron
