The latest addition to a long line of new media forays backed by major media compaines is Fox Television Studio’s 15 Gigs, which recently sponsored a coveted prize at the New York Television Festival. While covering the festival, I had a chance to sit down and chat with two of 15 Gigs’ executives, Ilsa Berg, Director of Programming and Rachel Webber, Director of Digital Strategy and Development. We wanted to know what exactly they are planning to succeed in a space still looking for its go-to model.
Portfolio Approach
Fox Television Studios, Fox’s cable production arm, best known for edgy shows like The Shield and Burn Notice, is taking a different approach to creating a new media branch with 15 Gigs. “[We're] not in the business of creating a destination site” proclaimed Webber, such as Sony’s Crackle, perhaps to avoid competing with parent-backed Hulu. Also, they are not strictly sticking to branded entertainment like NBC’s Digital Studio. They are looking more towards a diversified portfolio strategy, and as a company under Fox’s cable production arm, they are expecting to launch some of their web series to cable television. Don’t get the idea that they are trying to produce TV content squished into a YouTube box either, like ABC/Disney’s failed attempt, Stage 9. While their series thus far have not completely leveraged the internet’s key difference from TV, interactivity, the series they have put out have been compelling and have explored new formats. A few examples from their current slate:
Tease, a dramedy set in a strip club, definitely something not necessarily fit for TV.
The Iceman Chronicles is an absurd thriller who-done-it in the vein of Twin Peaks
The Skinny: Fat Free News, a satirical pop culture news show with many scripted moments featuring two comically vapid hosts.
When Ninjas Attack is a scripted mock-game show in the vein of G4’s Ninja Warrior, only a little more ridiculous
