Holly Jacobs, EVP of U.S. Reality and Syndicated Programming
for Sony Pictures Television (SPT), oversees and directs all non-scripted TV programming
development for broadcast, cable and first run syndication.
Her efforts have
created such landmark programs as the
multiple Emmy Award winning shows Shark Tank on ABC, , and The Dr. Oz Show for
first-run syndication. She has deep experience in program development with stints
at Fox Television Studios as EVP of Alternative Development, Buena Vista
Productions as EVP Programming and Development and ABC Daytime as VP
Programming where she had oversight for The View.
In addition to her professional responsibilities, Holly also
devotes time to mentoring as part of the Women in Entertainment Big Sister
program. “Mentoring has to be part of one’s internal job description,” she
explained, “It has to be more than just your own corporate climb. It is also
who you are lifting up.”
I sat down with her and asked the following questions:
Charlene Weisler: How is non-scripted programming
evolving in this more technological, data driven media ecosystem?
Holly Jacobs: When we launched the Dr Oz show in 2009 it
was a very different world. There was not the wealth of information at
everyone’s fingertips. Everyone can now google every ache, pain and funny
looking spot on their skin. As the show has always been a key destination for
conversations about health & wellness, we’ve learned to adapt &
evolve with the times. While the show continues to lead these conversations,
we’ve also shifted focus and now also help the viewer curate & have context
for what they gather online. We don’t just present, we help decipher the vast
amount of information out there.
Charlene: Are the
types of non-scripted shows changing over time?
Holly: Yes. We are always evolving. And it also goes in
cycles. There is a trend now in nostalgia. ABC is launching Sunday Night Fun
and Games block which includes classic game shows from the 1970s and 1980s like
our new version of the $100,000 Pyramid, hosted by Michael Strahan
Charlene: The
nostalgia trend is interesting. Is it coming from Millennials and if so, why?
Holly: I think it is
a combination of things. Millennials are embracing origin stories and are
interested in knowing where things began. Birkenstock shoes are a great example
of a nostalgic brand making a comeback. But there is also a comfort zone of
nostalgia that is multi-generational, particularly in a time where there is a
24-hour news cycle. People are looking
for an escape.
Charlene: How much do
you depend on research and data to help guide programming decisions?
Holly: I love research but I am not a slave to research. We
don’t just gather data, we also follow the narrative and cultural relevance
behind the results. We also use online
panels to get a real time pulse point on content. Then we compare and contrast
to look at the 360 of the brand.
Charlene: How do you
find talent today?
Holly: There are many platforms where we can find talent so
we look everywhere and on everything. It is a creator economy – everyone creates
content – and we like to see who is bubbling up, who is connecting and
resonating. We look at Vine stars, YouTube stars and of course recognizable
talent from traditional media.
Charlene: Is it
easier or harder to make talent decisions with all of these options?
Holly: Well, it makes it exciting and exhausting. It is a
very dynamic time.
Charlene: Where do
you see content creation and development evolving in the next five years?
Holly: I wish I had a crystal ball. We are in a creator
generated universe now where everyone has a voice. There is a lot of
information out there and I am not sure how it will translate. I believe that
Virtual Reality will be a significant part of how we experience content, is but
it is not clear to me yet all of the ways in might be used.
Charlene: How do you
achieve work / life balance?
Holly: It is an interesting question. I am a curiosity
hunter so my work blends easily into my identity. Having a job that’s immersive
in media and culture, the lines are blurred.
But part of being good in your job is also being well rounded. I have a
family and a daughter and I am not sure I always achieve work life balance, but
I try to be present and am doing my best.
Charlene: What advice
can you give a college student seeking a career in media?
Holly: You have to be a student of the culture and immerse
yourself in all of the platforms. Things
are evolving so you have to stay on top of the trends. But most importantly,
your career goals have to be rooted in passion. You have to love the space and
let it be your North Star.
Charlene: Can you
tell me more about your views on mentoring?
Holly: I am very lucky to be part of the Women in
Entertainment Big Sister program. Our goal is to ultimately get more girls into
four year colleges and give them more access to successful women in business. I
currently mentor a 16 year old girl and it is very important for me to take the
time to nurture her curiosity and help her understand the world of corporate
culture. I believe that mentoring is everyone’s responsibility. We have all
gotten where we are because someone supported us. It is good to be mindful of that
and how we can then help others.
This article first appeared in www.MediaBizBloggers.com
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