EXCLUSIVE: Sony Pictures Television is leaning into the creator economy.
The International Production group has hired ex-BBC Studios exec Matt Ford in a newly-created digital role to “engage with UK content creators, create digital originals and build creator partnerships.” He will “supercharge the group’s work on creating digital-first original content for streaming, digital, social, and audio platforms,” Sony said.
Rather than working for specific Sony-owned indies, the VP, Commercial, Digital role is a centralized one and Ford is reporting into EVP, UK & Europe Matthew Justice. He will work closely with Hannah Smith (VP, Operations, SPT) and President, International Production, Wayne Garvie.
Ford previously launched Channel 4’s 4Studio and led digital commercial strategies for BBC Studios, Social Chain, Cowshed Collective and Vice. He is the co-founder of digital-first media business, CoLabX.
Ford said: “I’m thrilled to have joined Sony Pictures Television International Production to work with Wayne, Matthew and Hannah on the group’s digital-first content offering here in the UK. It’s an exciting moment to be part of such an iconic studio, especially one that has such a forward-thinking approach to digital, and I want to hear from UK creators who have bold ideas for new shows, new formats and new channels.”
Ford’s hire comes with traditional broadcasters and producers looking to work more and more with digital creators. Channel 4 recently forged a comedy YouTube channel and Netflix has been launching YouTube UK hits such as the Sidemen’s Inside and Blue Therapy on its platform.
Ford is the latest big signing for Sony international, which poached BBC content boss Charlotte Moore from the corporation several months back to run The Crown producer Left Bank along with becoming Creative Director of international production at Sony Pictures Television.
