London TV Screenings Insights: Vanda Rapti, EVP of Viaplay Select & content distribution

All That She Wants

As buyers head to the UK for London TV Screenings and BBC Studios Showcase this week, TBI talks to the bosses of more than 25 distribution companies to test the temperature of the global content industry and to find out how the next 12 months are shaping up.

In this latest installment we hear from Vanda Rapti, EVP of Viaplay Select & content distribution, about flexbility and priorities in a “straining media business”.

What three words would you use to describe the state of the TV/streaming industry as a whole right now?

Fragmented, evolving, consolidating

The true biggest problem is the straining media business and reduced available funds – but that isn’t much under the distributors’ control

What three words would you use to describe the state of the distribution sector right now?

Opportunity, alternative growth

What is the single biggest difference in the discussions you’re having with buyers today compared with 12 months ago?

The Viaplay scripted and non-scripted slates outlook from 2025 and beyond.

How do you expect global streamer demands for rights to change in 2024 compared with 2023?

Increase in locally targeted vs global, acquisitions.

Where does opportunity lie for you in 2024?

Everywhere. There is opportunity everywhere. For our curated product Viaplay Select, finding new homes with local streamers around the world, who use Viaplay Select not only for their premium first run international pipeline needs, but also to increase subscriber value perception – through their streamer’s retail price and by decreasing dependency on majors. Additionally, for the large and solid quality slate of scripted and non-scripted shows being high valued premiers for linear broadcasters and streamers.

Tell us in no more than two sentences about the biggest problem facing the distribution industry and what needs to change so it can be overcome.

The true biggest problem is the straining media business and reduced available funds – but that isn’t much under the distributors’ control. And there is no point in talking about what will shift the whole industry, including inflation or available money to spend on streaming or advertising. Instead, distributors should look at what part of the problem is within one’s control. For me, the answer is flexibility and openness for the buying platform and broadcasters’ needs, but I am not sure I would like all distributors to catch up on that front.

Vanda Rapti

With fewer shows being commissioned, how are you securing your pipeline?

On the trust we have created, due to the extraordinary growth in sales we have recently achieved for the niche Nordic and European content, through both Viaplay Select and content sales. Furthermore, due to the curation needs of Viaplay Select, which we build for various markets around the world, as well as due to our existing Viaplay direct to consumer offering, we are working well not only with producers, but also with distributor-partners.

Tell us about your top show at London Screenings & why we should buy it?

If I have to pick a ‘must-buy’ from our scripted slate it would be Mafia, a riveting crime drama inspired by true events and from acclaimed writer Stefan Thunberg and starring Peshang Rad (Before We Die). And from our documentary slate, All That She Wants – The Unbelievable Story of Ace of Base, an intimate and unfiltered portrait of an iconic pop group.