Electric Entertainment Adjusts to the New Market Needs
LA-based independent studio Electric Entertainment has been developing a successful business for quarter of a century which now spans into TV series productions, feature films, content distribution and most recently OTT and FAST services.
Stanislav Kimchev speaks with Sonia Mehandjiyska, Head of International Distribution, and Steve Saltman, Head of Domestic Sales, about the company’s successful business model and their approach to finding clients and audiences in a constantly changing media environment.
Stanislav Kimchev speaks with Sonia Mehandjiyska, Head of International Distribution, and Steve Saltman, Head of Domestic Sales, about the company’s successful business model and their approach to finding clients and audiences in a constantly changing media environment.
Sonia Mehandjiyska, Head of International Distribution, Electric Entertainment
Sonia, Electric Entertainment has a strong reputation for scripted programming. How do you identify which stories and genres resonate most with your audience?
We understand both domestic and international markets well. Our scripted programming is tailored to have broad appeal across a number of demographics, which not only attracts more viewers but also simplifies ratings and censorship issues for our global partners.
What are the main highlights of your TV series slate? What are your best-selling titles?
We are thrilled to partner with TNT again for our new TV series, The Librarians: The Next Chapter. Our collaboration began with the initial three movies starring Noah Wyle, and it is fitting to continue the franchise with them. We are also pleased with the worldwide success of The Ark. Leverage: Redemption has also been very successful, and its third season premieres soon on Prime Video. We look forward to its continued success.
What’s the typical process for developing and greenlighting new scripted projects?
An important aspect of developing shows is identifying a project that will appeal to both domestic and international markets. Once identified, it is crucial to partner with the most appropriate broadcaster or digital platform. While the US market is the strongest financially, opportunities for collaboration with international partners are also being explored. Due to significant changes in the business over recent years, flexibility in development and distribution processes is maintained.
Electric Entertainment is known for its global reach. How do you navigate the complexities of distributing scripted content across various international markets?
Due to our focus on family-oriented content, we have successfully distributed our programming globally. Although we must adapt to the continually evolving markets, our primary objective remains unchanged—producing high-quality series and films that appeal to a broad audience.
Steve, How has the rise of FAST and VOD platforms impacted your traditional distribution strategies?
Electric Entertainment, being an independent studio and distribution company, has always been a guerilla warrior. We go where the opportunity is best for our programs and for our company. FAST and VOD platforms have opened up a new, extended group of outlets we did not have in years prior for us to consider for both our originals and our library.
How does Electric Entertainment select content for the VOD and FAST platforms in particular?
Our development and acquisition process hasn’t changed. Internally, we look for projects that fit our profile and we like. Externally, each platform, be it VOD, FAST or traditional, serves different groups in different ways, focusing on select demographics and themes that are compatible with and will grow their audience and brand. We try our best to listen to the platform’s needs so that we can be able to and are prepared to fill those needs and help them to get where they want to go.
What role does social media and digital campaigns play in your marketing efforts, particularly for targeting younger or international audiences?
Social media and digital campaigns have a significant role to play in targeting younger viewers. And, it’s becoming more meaningful all of the time. Electric knows that we’ve got to master how to promote and market based on how today’s and tomorrow’s audiences can be reached. They’re watching, reading and collecting information and entertainment in a variety of different ways compared to how we reached yesterday’s audience via purely traditional media.
In essence, it’s now a mix as to how you reach the most eyeballs. You need to be virtually agnostic and all-encompassing in outlets and techniques to maximize your reach. Electric has been active in social media for several years. We think we’re doing a good job, though there’s room for improvement, no less adjustment, as viewers keep modifying their information collection and viewership tendencies. Accordingly, we must adjust as the audience moves in new directions.
Over the last two years, we’ve been experimenting with a variety of digital campaign elements. We have some of the pieces figured out, though we’re still trying to figure out the right recipe to create our secret sauce.
We understand both domestic and international markets well. Our scripted programming is tailored to have broad appeal across a number of demographics, which not only attracts more viewers but also simplifies ratings and censorship issues for our global partners.
What are the main highlights of your TV series slate? What are your best-selling titles?
We are thrilled to partner with TNT again for our new TV series, The Librarians: The Next Chapter. Our collaboration began with the initial three movies starring Noah Wyle, and it is fitting to continue the franchise with them. We are also pleased with the worldwide success of The Ark. Leverage: Redemption has also been very successful, and its third season premieres soon on Prime Video. We look forward to its continued success.
What’s the typical process for developing and greenlighting new scripted projects?
An important aspect of developing shows is identifying a project that will appeal to both domestic and international markets. Once identified, it is crucial to partner with the most appropriate broadcaster or digital platform. While the US market is the strongest financially, opportunities for collaboration with international partners are also being explored. Due to significant changes in the business over recent years, flexibility in development and distribution processes is maintained.
Electric Entertainment is known for its global reach. How do you navigate the complexities of distributing scripted content across various international markets?
Due to our focus on family-oriented content, we have successfully distributed our programming globally. Although we must adapt to the continually evolving markets, our primary objective remains unchanged—producing high-quality series and films that appeal to a broad audience.
Steve Saltman, Head of Domestic Sales, Electric Entertainment
Steve, How has the rise of FAST and VOD platforms impacted your traditional distribution strategies?
Electric Entertainment, being an independent studio and distribution company, has always been a guerilla warrior. We go where the opportunity is best for our programs and for our company. FAST and VOD platforms have opened up a new, extended group of outlets we did not have in years prior for us to consider for both our originals and our library.
How does Electric Entertainment select content for the VOD and FAST platforms in particular?
Our development and acquisition process hasn’t changed. Internally, we look for projects that fit our profile and we like. Externally, each platform, be it VOD, FAST or traditional, serves different groups in different ways, focusing on select demographics and themes that are compatible with and will grow their audience and brand. We try our best to listen to the platform’s needs so that we can be able to and are prepared to fill those needs and help them to get where they want to go.
What role does social media and digital campaigns play in your marketing efforts, particularly for targeting younger or international audiences?
Social media and digital campaigns have a significant role to play in targeting younger viewers. And, it’s becoming more meaningful all of the time. Electric knows that we’ve got to master how to promote and market based on how today’s and tomorrow’s audiences can be reached. They’re watching, reading and collecting information and entertainment in a variety of different ways compared to how we reached yesterday’s audience via purely traditional media.
In essence, it’s now a mix as to how you reach the most eyeballs. You need to be virtually agnostic and all-encompassing in outlets and techniques to maximize your reach. Electric has been active in social media for several years. We think we’re doing a good job, though there’s room for improvement, no less adjustment, as viewers keep modifying their information collection and viewership tendencies. Accordingly, we must adjust as the audience moves in new directions.
Over the last two years, we’ve been experimenting with a variety of digital campaign elements. We have some of the pieces figured out, though we’re still trying to figure out the right recipe to create our secret sauce.
