The indie sector in the UK isn’t fucked.

Percy & Warren Co-founder Xander Ross shares his thoughts from this year's #growthlablondon

On a day packed full of outstanding speakers and a room full of talented production companies, it was hard not to come out of Indielab 's GrowthLab brimming with ideas and hope for the future.

Having had some time to reflect, I’ve found myself focusing on two key points from the conference with the team.

First, the need to secure the UK’s position as the go-to destination for English language content, creativity, and production standards.

And second, whether indies need to begin transitioning to a digital-first approach to running their companies.

The international scene

Across the sessions, a few recurring points came up around how to secure international sales and why these secondary revenues are critical to the long-term success of indies.

What became apparent from the sessions was the need for indies to keep the buyer at the front and centre of their mind.

Concerning scripted content, Banijay Rights ' Simon Cox said “Remember your primary broadcaster. As without them, you won't get a secondary one."

And with unscripted, Tuesday's Child CEO Karen Smith told the audience that it's essential to develop your format “for the person who is going to buy it.”

When it comes to selling that format internationally, this focus on the buyer ensures it’s been developed with the values that will garner attention from buyers. For Tuesday’s Child’s shows Smith noted that if they are “big, broad and warm, they will work well”.

It’s the idea that counts

Another line that stood out was Karen Smith telling the audience “You can sell formats off the back of a pilot. Don’t trust a lazy distributor who tells you need a second season”

But as Banijay UK CEO Patrick Holland said, are producers willing to put the work in?

“The question isn’t whether there are too many indies, it is whether there are enough indies with great ideas, and the appetite to build them”

That appetite to build them is what’s key. A good idea doesn’t become a great one without collaboration, adaption, and a willingness to take on board criticism.

Which is exactly how the good idea of “Flightless” from Studio Lambert became the huge hit Race Across The World.

Of the indies we work with, I know they put the graft in to make their shows the best they can possibly be. There is definitely the talent and the willingness from indies to roll up their sleeves and make world leading shows.

The shift to digital

“Gen Z have left the party”

It was hard not to be impressed by the presentation from Jordan Schwarzenberger , who spoke with such authority on how young audiences have abandoned linear TV and even streaming platforms.

After telling a room full of indies they need to turn to a digital-first strategy he outlined what indies can do to begin this transition.

First: “Follow the money. Advertisers are spending their money elsewhere. Stop looking at TV as the primary customer.”

And then get out there, “build your own audience” and “immerse yourself in the culture”.

Understanding the audience and the talent in that world is the key to tapping into the Gen Z market and “surviving this new content era”.

The new commissioners

Whether it’s PrettyLittleThing, Foot Locker, or Starbucks – the argument was made that the brands are set to be the commissioners of the future and that producers will be building their content for these audiences.

These brands know their audiences and what they engage with at a far more detailed level than traditional broadcasters. So they know exactly how to engineer their content to work for them. And as Thom Gulseven said, these brands want “sweat the assets”, so they generate revenue across all platforms.

The problem I see, though, is that not enough money is ending up on the screen. Channel 4's Digital Commissioning Editor Evie Buckley spoke of how the talent fees are so high, yet the budget per min for digital content is low.

How long will audiences be prepared to tolerate this compromise?

It works for content on mobile. But, as was raised during the panel, Gen Z are still using their TVs to watch YouTube.

What happens if Gen Z start demanding better production values akin to what they get with Netflix or at the cinema?

When these costs start going up – then it strikes me that we’ll end up with these brands and studios morphing into the broadcasters they replace.

The question is – do indies look at what the changes are now and adapt to the current landscape? Or do they adopt a hybrid approach?

In a period of consolidation and with brands entering this world too – then I’d hazard a guess that we won't see indies doing total transformations.