25 WORDS OR LESS
NATIONALLY SYNDICATED · 98% U.S. CLEARANCE

____________________________

AUDIENCE STRATEGY

DIGITAL PROGRAMMING

YOUTUBE MONETIZATION

INTERACTIVE FORMATS

LIVE PRODUCTION

Lead Creative Producer | Audience & Digital Programming

FOX TELEVISION STATIONS

Turning a syndicated game show into a digital programming engine

• THE PROBLEM
  25 Words or Less was a young nationally syndicated show entering a critical growth period. As FOX worked to build viewership around the franchise, I was also tasked with helping monetize YouTube and finding more value in programming we had already produced.

• THE STRATEGY
  Instead of treating YouTube as a place to post promotional clips, I treated it as another programming destination. I looked for reasons audiences would actively seek out, rewatch and share episodes—even when the underlying content wasn't new.

• SUPERFANS
  I turned local contestants into a distribution strategy. FOX affiliates selected superfans from their markets to compete on the show. We then put their full episodes on YouTube, giving contestants, their families, local communities and media an easy way to watch and share.

• VIEWER'S CHOICE
  When WWE episodes consistently overperformed, I built a fan vote around favorite WWE teams and repackaged existing episodes as Viewer's Choice. It gave audiences a new reason to watch programming they had already seen and created additional viewing cycles without requiring new production.

• COCKTAILS WITH MEREDITH
  Created Cocktails with Meredith, an original YouTube format where Meredith Vieira and celebrity guests watched and discussed episodes with fans. I also built the digital series back into the linear show: Meredith would feature her cocktail on-air and direct viewers to YouTube to learn how she made it, creating a bridge between the broadcast audience and our digital programming.

THE RESULT

• MORE VALUE FROM THE SAME IP

  By creating new reasons to discover, watch and return to existing programming, I extended the life of 25 Words or Less beyond its linear broadcast. The strategy turned existing episodes, talent and audience behavior into repeat viewing opportunities, new digital programming and additional monetization without relying on constant new production.

  469K+ VIEWS
  on a single WWE episode

  98% U.S. CLEARANCE
  for the nationally syndicated series

• RENEWED FOR TWO MORE YEARS.

  FOX Television Stations renewed 25 Words or Less through the 2022–23 season.

  In discussing the economics behind FOX's syndicated programming, EVP Stephen Brown pointed to ancillary viewing on platforms like YouTube as an increasingly important source of additional revenue.

  “I think that you can find revenues through ancillary viewing, like Hulu, YouTube, etc.”

  STEPHEN BROWN
  EVP, Programming & Development
  FOX Television Stations Next TV

  Source: Stephen Brown interview, Multichannel News / NextTV