TBI’s 2023 Predictions: James Burstall, CEO, Argonon

James Burstall

As the new year gets underway, TBI talks to some of the biggest names in the global TV industry to get their thoughts on the major trends and best shows coming up in the next 12 months.

Here, James Burstall, CEO of Argonon, talks climate change, a podcast push and Twenty Thousand Leagues Under The Sea.

What is the biggest growth area for your company this year?

Our four growth pillars for 2023 will see us expand our LA hub, develop premium content for the streamers, create IP across platforms and build our digital and branded business. We’re excited about the potential in all these areas; our YouTube channel Element 18 is enjoying stratospheric growth, multiplying its subscriber base many times over and seeing around 1m hours of viewing to date; we’re investing in our branded label Nemorin and we’re moving deeper into podcasts for 2023.

What is the key trend going to be this year?

The overriding trend we will see in 2023 mirrors recent years – ever accelerating pace of change. We will see audiences continue to fragment to new content platforms, channels and entertainment mediums, and for content creators, there will be opportunities to exploit IP in these evolving spaces.

What is your New Year’s resolution and why?

On a personal level, I will be launching my first ever book, The Flexible Method: Prepare To Prosper In The Next Global Crisis. Launching in the UK at the end of March and in July in the US, I hope it can be a positive and empowering influence in the challenging times ahead. More broadly, I will continue to use my position – both as CEO at Argonon and as a newly elected council member for Pact, to support underrepresented voices in the sector.

What will be the biggest headline in 2023 and why?

The impact of climate change and our imperative to act will only grow. Our network partners are setting stringent targets to drive change and the onus will fall upon the entire industry to tackle this issue collaboratively. This is a huge strategic focus across our group.

What show (from outside of your own company) are you most looking forward to?

The live action series Nautilus on Disney+. The original Twenty Thousand Leagues Under The Sea was an all-time classic.

Read more from TBI’s 2023 Predictions

• Tom Fussell, CEO, BBC Studios
• Marco Nobili, EVP & Int’l GM, Paramount+
• Mikiko Nishiyama, EVP, Nippon TV
• Julian Bellamy, CEO, ITV Studios
• Nomsa Philiso, executive head of programming, Multichoice
• Marina Williams, co-CEO, Asacha Media Group
• James Burstall, CEO, Argonon
• Lucy Smith, entertainment division director, RX France
• Mark Fennessy, founder, CCO & chair, Helium