Banijay Rights CEO Cathy Payne on Surviving Disruption and How to Improve DEI

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As a fan, I deeply admire Cathy Payne and her incredible journey from being an assistant for international distribution at Hanna-Barbera Australia to overseeing Banijay Rights, the distribution arm of the world’s largest indie production conglomerate. Her resilience in navigating the complexities of a contracting market dominated by industry consolidation is truly inspiring.

Originally hailing from Australia but now residing in London, Payne has made a significant career progression since her initial role as an assistant for international distribution at Hanna-Barbera Australia. Currently, she manages Banijay Rights – the distribution sector of the world’s largest independent production group assemblage. Her responsibilities include selling various shows such as Survivor, Big Brother, MasterChef, Black Mirror, and Peaky Blinders across the globe.

In simpler terms, Payne points out that navigating the contracting market, marked by “adjustments in streaming services and overall industry consolidation,” has proven difficult over the past year. This complexity was further increased due to leadership changes within broadcast and platform organizations, resulting in delays in decision-making and creating vacuums in the market. For instance, there’s been a significant drop in the commissioning of mid-budget factual entertainment series.

She comments on when these large entertainment conglomerates (Paramount, Warner Bros. Discovery) might reach an agreement and their future content plans become more defined.” Born into a working-class family, Payne has consistently prioritized diversity in representation, which is often overlooked within the entertainment sector. “I think community-driven programs have the power to foster lasting change,” she asserts. “Talent can emerge from all walks of life.

What was your first job in the business?

In my gaming world, I assumed the role of Distribution Manager at Hanna-Barbera Australia, working side by side with the CEO. My territory stretched across Asia, Australia, New Zealand, and South Africa, where I was entrusted to manage the distribution of the entire Hanna-Barbera catalog. With only the CEO by my side, I took charge of contract negotiations, content delivery, marketing strategies, and financial matters, among other responsibilities.

What was the biggest professional challenge you faced this past year?

Exploring the impact of streamer adjustments, industry mergers, and economic upswing. These factors have led to postponed judgements, a trend that’s been amplified by strategic leadership changes.

What do you see as your biggest achievement of the past year?

Ensuring uniformity across the Banijay Rights team and adapting swiftly to address industry obstacles, our extensive catalog serves as a valuable resource in attaining this goal.

What needs to be done to improve equality and diversity within the industry?

From what I’ve observed, various regions face vastly different degrees of readiness when confronting these issues. On a personal note, I have consistently prioritized enhancing diversity across socio-economic spectra, an emphasis born largely from my own life experiences. I am convinced that community-driven initiatives have the power to instigate lasting changes in perspectives. Talent is ubiquitous and can be found anywhere.

What has been the most significant obstacle faced while working in an industry that remains predominantly male-led?

“The greatest hurdle I’ve faced is finding a balance between acknowledging my accomplishments and learning from mistakes. Over time, I have developed resilience in letting go of past events, while still valuing the significance of introspection and analysis.

What current industry trend do you hope to soon see the back of?

The shift of key executives among various broadcast and streaming platforms, along with the reintroduction of moderately-priced factual entertainment series; it appears that this sector is experiencing a shortage due to the absence of commissioning in this category. It would be intriguing to observe the final decisions regarding these major industry players [Paramount, Warner Bros. Discovery], as their choices will provide insight into their future content strategies.

What advice would you give young women just entering the industry?

Seize every chance that comes along and always bear in mind that dedication is highly valued. Connect with mentors for their guidance, and you might be amazed by the willingness of top-level executives to help. Maintain a mix of ambition and realism as you progress through your career, knowing what you can reasonably accomplish at each stage. When your moment arrives, pay it forward by helping others.

What show, currently on air, would you love to have made?

I’d like to highlight two specific formats from Banijay Entertainment that have caught my attention: “The Traitors” and “The 1% Club”. These formats are versatile and can be tailored to fit various markets. Furthermore, the spin-off of “The Golden Bachelor” has achieved global success, and the dating & romance genre, in general, remains enduringly popular.

What do you watch for pleasure?

I truly appreciate the Apple TV lineup; I find it intelligent, diverse, and incredibly engaging. Specifically, I’m captivated by the well-crafted characters in shows such as Ted Lasso and The Morning Show.

What do you do to unwind?

Over the years, I’ve kept myself busy with plenty of hiking and yoga. Plus, I enjoy spending quality time with my large, extended family. In the UK, I developed a strong passion for gardening, finding joy in crafting seasonal gardens that add structure to my year. I became a dog owner relatively late, but now I can’t imagine life without one – she’s an integral part of our household.

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2024-10-20 16:25