In an increasingly competitive audiovisual market, where the difference between a promising idea and a global success depends on the ability to build a solid project from the very first stages, the panel Packaging Successful Stories: From Idea to International Markets, held this afternoon at MIA | Mercato Internazionale dell’Audiovisivo, brought together international producers and creatives to discuss the strategies that transform an idea into a series capable of reaching global audiences.
The discussion opened with Steve Matthews, Head of Scripted Creative at Banijay, who highlighted the central role of writers in the creative process: “Producers should allow writers to be who they want to be. You can’t manufacture a story just to fit the markets you’re targeting”.
Tesha Crawford, EVP and Head of International Television at New Regency, focused instead on the evolution of casting as a decisive element for success: “Every streaming platform has its own type of actor it tends to select. It’s not just about social media visibility, there are many other factors, but casting has become an essential element in packaging a successful project”.
In his speech, Brendan Fitzgerald, CEO of Secuoya Studios, emphasized that authenticity remains the key to capturing audiences: “Something can be so local that it becomes universal. Sometimes having real financial limitations can actually lead to a better product. We can’t afford actors who are famous by name, but we can cast those who are ‘face famous’: people audiences recognize and enjoy watching”.
For his part, Larry Grimaldi, Senior Vice President of Creative Affairs and Original Movies at Fox Entertainment Studios, drew attention to the value of talent and the importance of distinguishing between artistic choices and marketing strategies: “Television used to be a space for discovering new talent. There’s a difference between good casting and a good attachment, and understanding that distinction is crucial. Authenticity and rebuilding remain fundamental to the creative process”.
Christian Rank, Managing Director and Producer at Miso Film, underlined the need for producers to have a deep understanding of their projects: “As a producer, you really need to understand your show”.
Finally, Leo Becker, Head of International Originals and Co-Productions at Federation Studios, stressed the importance of packaging as a decisive factor in international positioning: “You have to make every project event-worthy. You can have the best IP and the strongest story, but if you don’t package it properly, it won’t succeed in the international market. We are competing with social media for the audience’s attention, and that’s why casting decisions often take into account an actor’s social media following or include influencers who can help expand the project’s reach”.
Moderated by Marike Muselaers, VP International Financing & Coproductions at Nordisk Film, the session offered a collective reflection on how the synergy between creativity, production vision, and market awareness represents the key to building stories capable of crossing borders and engaging global audiences.
