Sony Pictures Television looks to “engage with UK content creators” through new VP of Digital

Sony Pictures Television wants to go into business with U.K.-based creators, so it has hired an executive whose experience straddles the line between traditional and digital channels. Matt Ford, whose resume includes stints at British broadcasters BBC and Channel 4, has been tapped to occupy a newly created VP of Commercial and Digital role at Sony’s TV production wing.

Deadline reported that Ford will “engage with U.K. content creators, create digital originals, and build creator partnerships” in his new position. “Streaming, digital, social, and audio platforms” will all be in play as Sony Pictures Television looks to reignite and refocus its original content operation.

As the U.K. creator economy has ballooned to a £2 billion valuation, local influencers have worked their way into the TV and streaming industries. The Sidemen made a splash when they brought their reality show Inside to Netflix, porting it away from its original home on YouTube.

Channel 4 has been heavily involved in that trend. It has greenlit shows inspired by YouTube formats while racking up millions of views on its irreverent Channel 4.0 hub. Channel 4 programs like Taskmaster have reached international audiences by distributing episodes for free on YouTube.

During his stint at Channel 4, Ford played a key role in the public broadcaster’s digital push. He launched 4Studio, a venture described as “the engine room for C4’s digital acceleration strategy.” Now he’ll have another opportunity to pair traditional media resources with young, trendy stars.

In a statement, Ford expressed his desire to reach out to U.K. creators. “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 U.K. creators who have bold ideas for new shows, new formats, and new channels,” he said.

Sony Pictures Television is no stranger to the digital media world, though its history in that space has been a roller coaster. The studio created a new window for its properties when it acquired Crackle in 2006. The on-demand hub briefly flourished thanks to originals like Jerry Seinfeld’s Comedians in Cars Getting Coffee, but it struggled to establish a clear identity and was eventually shuttered.

Post-Crackle, Sony has made more forays into the digital video world, such as the kid-friendly channel Kidzuko. Like other firms known for their work on TV, Sony’s studio wing is following the money to platforms like YouTube and Netflix, even if that business doesn’t always come as easily as it seems.

Luckily for Sony Pictures Television, there are plenty of creators who will be eager to work with such a famous name in entertainment. In a recent survey published by YouTube, 43% of U.K. creators said they are unrecognized in the broader creative industry. Ford can soothe some of those jilted feelings by making some calls once he gets cracking at his new position.