In this episode of Inside Content, I am joined by Emmanuelle Guilbart, co-founder of About Premium Content (APC), a Paris-based boutique distributor that specialises in the development, production, financing, and international distribution of high-end TV programs.
Emmanuelle has had a seasoned career, beginning at CANAL+ Group in 1990, where she oversaw the launch of Canal+ Poland and became Program Director of the channel. In 1996, she joined the group’s Cinema Direction where she set up Canal+ International Acquisitions. In 2002, she became Director of Programs and then Director of the multichannel platform CANALSAT. After her time at Canal+, she worked as CEO and COO of the TV Business Unit of Lagardere Active, developing brand and channel portfolios and successfully launching French DTT channel Gulli, and as Vice President at France Televisions in charge of Programs, scheduling, acquisitions and commissioning for the 5 national channels. For the past 9 years she has been co-founder and joint-CEO of About Premium Content and APC Studios.
In the episode, we get a glimpse into APC’s distribution strategy and how they have evolved this over the past decade in line with key distribution trends. As the demand for content rises and the cost of production increases, distributors have been involving themselves earlier on in the process, co-financing content, facilitating partnerships before then distributing that content. Emmanuelle explains how APC adapted their business model, going from distributor to becoming an international partner for local producers, helping the development of content as well as acting as the sales-arm detailing the role they play in deficit funding.
“I think the business of distribution has evolved over the last 10 years, and I think we have followed this evolution of the distribution business. To be able to access good projects, you have to come in at a very early stage.” - Emmanuelle Guilbart
APC’s content library specialises in drama making up 80% of their total revenue, but they also create kids animated and factual content. Delving into their portfolio, Emmanuelle discusses their hit show ‘Wolf’ and how they've made this a success. She also touches on the rise in bigger budget premium factual content and their increase in launching more episodic true crime content to follow this trend.
“We keep on doing unscripted because we see the market evolving. Scripted is expensive, and the new un-scripted shows that are written in a scripted episodic way are using the same tricks but are much cheaper to produce” - Emmanuelle Guilbart
APC distribute many shows in different languages. Emmanuelle discusses the impact that Netflix has had in making non-English language shows more mainstream, but with the company refocusing its acquisition policy on local shows for each market rather than engaging in global deals, distributors such as APC have had to adapt their strategy to sell more frequently territory by territory.
Overall, this episode provides an insightful look into the inner workings of a boutique distributor, highlighting the factors that have led to APC's success. It's a must-listen for anyone interested in the TV distribution industry, particularly those looking to understand the complexities of financing and distribution.
Topic Breakdown:
- The outline of APC as a distributor and their journey so far
- The evolution of content distribution, including the rise of distributors getting involved in co-financing and co-producing
- The financing and investment of APC
- APC’s content portfolio, including the success of their scripted show ‘Wolf’ and their involvement in factual unscripted content and kids shows
- The distribution of non-english content globally
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