TBI’s 2024 Predictions: Marcus Ammon, MD of content, Bavaria Fiction

By Marcus Ammon 11th January 2024

Marcus Ammon

2024 is set to be a pivotal year for the global content industry, so TBI has enlisted some of the biggest names in the business to share their thoughts on the major trends of the next 12 months and how they’re going to capitalise on them.

Here, Marcus Ammon, MD of content atBavaria Fiction, talks local content demands, international co-productions and diverse representation on both sides of the camera.

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

We are expecting big challenges ahead of us in 2024 and are anticipating that the current crisis is not yet over. However, in Germany, the digital platforms of ARD and ZDF have a need – and an appetite – for local content and, while streamers are being more selective than ever, they are still open for high quality storytelling.

International co-productions and creative financing plans will become more attractive to channels and streamers that are under pressure in a highly competitive market. Also, we’re excited to see that our documentaries unit continues to grow nicely.

What is the key trend going to be in 2024?

Budgets will go down further. Fewer expensive high-end dramas with cinematic production values are sought after and at the same time more low-cost productions seem in high demand. Content with a stronger focus on efficient production concepts will need to be created.

Advances in technology, such as AI, virtual production techniques and augmented reality, will be influencing the filmmaking process, along with a shift towards greater diversity and inclusion. Filmmakers and audiences alike are advocating for more representation on and off screen.

What is your New Year’s resolution and why?

Stay healthy and happy! Don’t let idiots waste your time! Don’t allow the current crises to bring down your optimism and your confidence.

What will be the biggest headline (not involving your own company) in 2024 and why?

Probably something related to AI, or consolidation in the streaming market. Also of interest, in Germany, the industry is eagerly awaiting the amendment of the German Film Subsidies Act which is expected to include a tax incentive model for Germany and an investment obligation for streamers.

What shows are you most looking forward to in 2024?

I am very much looking forward to The Tattooist Of Auschwitz, Lockerbie, The Empress 2, Oderbruch and Pumpen.

Read more from TBI’s 2024 Predictions

Tom Fussell, CEO, BBC Studios

Nomsa Philiso, CEO of general entertainment, MultiChoice Group

Marina Williams, co-CEO, Asacha Media Group

Kate Beal, founder & CEO, Woodcut Media

James Burstall, CEO, Argonon

Julian Bellamy, MD, ITV Studios

Daria Leygonie-Fialko, founder, Space Production

Rob Wade, CEO, Fox Entertainment

Frank Spotnitz, CEO, Big Light Productions