Fortune
In 1983, the finale of M.A.S.H. captivated an estimated 125 million viewers, establishing a record for television ratings and epitomizing an era in popular culture where a singular program could dominate the attention of American and global audiences.
While industry veterans acknowledge that this era of monoculture has concluded, they do not express a sense of loss.
The emergence of diverse online communities has provided media organizations and studios with unique opportunities to discover innovative ideas and engage with previously overlooked demographics. Kathleen Grace, chief AI officer at Lionsgate, shared her insights during the Fortune Most Powerful Women Summit held in Santa Barbara, California.
"While there's no single monoculture, there are numerous smaller cultures," Grace asserted during her conversation with Most Powerful Women Editorial Director Ellie Austin. "We are committed to elevating, supporting, and expanding these realms for the creative individuals who have identified these remarkable communities in which they are creating."
Last year, Lionsgate successfully adapted the psychological thriller The Housemaid from author Freida McFadden's work, an initiative that emerged from BookTok, TikTok's rapidly growing reading community. Additionally, the film studio's talent agency, 3 Arts Entertainment, represents Kane Parsons, the filmmaker behind Backrooms. Parsons noted that his inspiration stemmed from online images of an unadorned conference room initially shared on the 4chan forum in 2019. The film has achieved over $400 million in global box office revenue, establishing it as A24's highest-grossing production.
"In the case of Kane Parsons, we have an exceptionally talented filmmaker who was promoted through 3 Arts in partnership with his manager, successfully placing him in the right context," Grace remarked. "There is a vast array of work being produced out there."
NBC News has similarly capitalized on the fragmentation of monoculture, according to NBC News anchor and correspondent Savannah Sellers. The rapid evolution of social media platforms means that younger audiences have developed expertise in engaging with their audiences online. Instead of solely being recognized as a television news authority, NBC News has expanded its reach through social media and discovered new talent beyond the confines of traditional news outlets.
In 2018, NBC News debuted the Snapchat show "Stay Tuned," co-hosted by Sellers, and the short-form news clips have since transitioned to TikTok and Instagram, amassing a combined following of 1.8 million users.
"For us at NBC, we represent the quintessential legacy organization that has actively participated in this shift," Sellers explained to Austin. "As a result, we have emerged as the leading U.S. news organization in terms of TikTok engagement."
Currently, the news agency evaluates its talent based, in part, on their proficiency in connecting with audiences through these decentralized platforms.
"I believe the concentration of power has dissipated," Sellers stated. "However, this changes the landscape in an intriguing way for our work."
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