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The Berlinale Series Market’s opening panel held in Europe this morning brought to light issues surrounding pay deals and the impact of the streamer reset on international TV development.
Gersh partner Roy Ashton, during the event, addressed the significant rise in production costs in recent years, emphasizing the failure of writer pay to keep up with inflation. Ashton proposed increased collaboration among indie producers, writers, and agents to secure better financial deals when approaching streamers or studios.
Ashton cited the model behind Netflix’s hit action series “The Night Agent,” revealing that the show’s writing team did not receive more compensation despite its immense popularity. He pointed out that this lack of financial reward was indicative of a broader issue in the industry.
The panel highlighted how writer pay and residuals were central issues in last year’s labor strikes, with the resulting collective bargaining agreements offering limited concessions in payouts compared to the financial gains a hit show would have garnered in the past.
Ashton also emphasized that the control of rights by streamers and studios was a significant hurdle, urging these entities to share more of their profits to adequately compensate the talent behind successful shows.
Producers Urged to Adapt to Changing Industry Landscape
During the “Silver Linings — Overcoming Crisis Through New Opportunities” panel, ZDF Studios Director of Drama Yi Qiao urged international producers and indies to adopt a more commercial approach to development strategy and reimagine their roles in light of the evolving industry landscape.
Despite challenges such as streamers scaling back on original content spending and the ongoing downturn in the TV ad market, the panel acknowledged that many producers remain fixated on the “peak TV” era, emphasizing the need for a shift in mindset.
Former Yes Studios boss, Danna Stern, now an indie producer at In Transit Productions, underscored the importance of understanding a show’s marketability and target audience in current development endeavors, urging a departure from previous industry norms.
Yi Qiao further emphasized the need for producers to be versatile by balancing creative vision with financial acumen right from the project’s inception, ensuring a clear understanding of the pitching process and economic viability.
The panel concluded with a consensus that talent and intellectual property are key drivers of market economics, setting the tone for the dynamic and evolving nature of the industry.
Look Ahead at Berlinale Series Market
The tenth Berlinale Series Market commenced today, featuring content showcases, panels, and appearances by prominent figures in the industry, setting the stage for engaging discussions and insights over the upcoming days.
