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Jane Featherstone on challenges of producing original content and streamers’ changing buying habits

Jane Featherstone, the co-founder and chief creative officer of Sister, spoke at the MipTV conference in Cannes about the challenges of producing original intellectual property in today's media landscape, which is dominated by reboots and spin-offs. Featherstone stressed the importance of holding one's nerve as a producer and striking a balance between giving people what they want and surprising them. She also spoke about the need to speak to a mainstream audience in an elevated and quality-controlled way, which is what Sister aims to achieve with its productions such as "Chernobyl" and "The Split."


Featherstone predicted that the economic downturn would lead to streamers and other buyers restructuring deals, with excessive rights hoarding becoming a thing of the past. She believes that it is healthy for companies to share more content in order to make the sums add up, now that many streamers have established themselves with clear and dynamic brands. Featherstone also revealed that Sister is expanding its roster of partners, including AMC, ITVX, and Britbox, and is attracting top talent. She highlighted the importance of being able to react quickly and having a nimble corporate structure that allows for this. She believes that there will be talent who want to find a home where they can choose where to land their shows for the best buyer.