BritBox International Triples Programming Spend, Doubles Marketing Outlay, Revises Management Structure
variety.comNaman Ramachandran BritBox International, the British content specialist streamer operated by U.K. broadcasters BBC and ITV, has big growth plans.
While unveiling their new slate at an event in London on Wednesday, BritBox CEO Reemah Sakaan and CCO Diederick Santer revealed that the streamer’s spend on programming, via commissions, co-productions and acquisitions, has trebled and that the marketing budget has doubled.
At the core of BritBox programming is mystery shows and the aim is to add a dozen of them every year and a further dozen in what the executives describe as the “crime and beyond” genre.
The numbers are not set in stone. “It’s a roadmap rather than a straitjacket,” Santer told Variety. “There’s plenty else going on, with different kinds of titles across different genres.” While the executives declined to put a financial value to the enhanced programming spend, Sakaan said that the streamer has been able to work to a “really good level” on acquired programming. “The difference between a major acquisition and even a co-production, the tariffs aren’t wildly different anymore,” Sakaan told Variety. “We’ve started from that base, but have now got significant headroom to be able to increase the frequency, as well as some growth in terms of the tariffs themselves.
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