Weekend Waves 26/25
🦁 Key Takeaways from Cannes Lions 2025 for the Future of TV
Happy Friday, Wavemakers! Unfortunately, I didn’t have a great start to this week as I found out on Monday morning that my dear friend, the OG Wavemaker, Michael Schmidt passed away on Sunday.
Michael was a hugely influential and deeply loved figure in the international TV industry. As the former Chief Creative Officer of Red Arrow Studios and, more recently, President of Sipur Studios, he was renowned for his creative vision, sharp business and distribution instincts, and his signature wit. But beyond his professional brilliance, Michael was one of the kindest and most generous people I’ve met in this business.
When I first moved to LA, he went out of his way to support me - introducing me to all kinds of interesting people and always telling them I was the best Digital Strategist he knew. I’ll never forget the time he drove me all the way from his home in New York to a TV festival in Vermont, where I was speaking, just so we could spend three hours talking about the future of TV in the car.
Reading all the beautiful memories shared this week on Social Media has been both heartwarming and heartbreaking. He will be deeply missed. 💔
One of the last projects, he worked on was Bad Boy, so I would like to recommend this show to you this week:
👀 Content Watch
The show from Euphoria creator Ron Leshem and Hagar Ben-Asher has swept up at the Israeli Television Academy Awards and dropped on Netflix on May 2.
Bad Boy launched on Israeli network Hot late last year. From Peter Chernin’s North Road and Israeli studio Sipur, Bad Boy tells the story of Dean, who is imprisoned in a cruel juvenile detention facility. While in jail, Dean bonds with Zoro, a grim and mysterious teenage prisoner serving time for murder. He also learns to harness his unique intelligence and creativity and, 20 years later, these traits define Dean as a star comedian, while his time in jail is a secret threatening to resurface and tear his life apart.
🌊 News that Made Waves
AI Models Don’t Understand Gen Alpha Slang, Study Reveals.
The leading artificial intelligence models might've met their match: Gen Alpha. A new study — which you can find at the ACM Digital Library — found that four leading AI models (GPT-4, Claude, Gemini, and Llama 3) all struggled to fully understand slang from Gen Alpha, defined as young folks born between 2010 and 2024. The study goes into detail about the complicating factors of Gen Alpha slang, which is often born out online spaces, most notably gaming. One phrase can mean totally different things. For instance, they used the example of "Fr fr let him cook" — that's someone supporting another person — and "Let him cook lmaoo," which is mocking. Such delicate differences between language can be difficult to trace, especially since young folks often used coded language to hide their true meaning. And apparently LLMs struggle with it. (Mashable)
💡This shows that even the smartest AI can’t decode Gen Alpha’s evolving slang - a reminder that if you want to speak their language, you still need to listen to them directly.
Former Foxtel, BBC Worldwide Exec Guy Gadney Rolls out AI Tool to Make Microdramas.
My former colleague Guy Gadney has launched what he claims is the world’s first generative AI platform for the creation of microdramas. UK-based platform Charismatic.ai is promising to “re-write the rules of shortform storytelling” and is marketed towards creators, agencies and brands, asserting that it can help them generate idea-to-animated narrative content in under 15 minutes. It has been developed with research partners including UK pubcaster Channel 4, Wallace & Gromit prodco Aardman Animations and digital ethicist Lisa Talia Moretti. Charismatic.ai lets users input a single prompt, such as “Gen Z heist” or “football adventure”, to instantly generate animated episodic drama content. It integrates with video generation models such as Veo3 to turn concepts, audience data and advertising briefs into bite-sized, serialised stories. The product has been designed to exploit the boom in shortform storytelling on social media and video-sharing platforms such as TikTok and YouTube Shorts. (C21 Media)
💡AI-powered platforms like Charismatic.ai are not just tools — they're a glimpse into how short-form, serialised storytelling can be rapidly prototyped and tailored for social-first audiences within minutes.
Streaming Viewership Surpassed Cable and Broadcast Combined for the First Time Ever in May, Nielsen Finds.
According to Nielsen‘s measurement of televisions in the U.S. (mobile devices and other countries excluded), broadcast and cable viewing combined to make up 44.2% of all TV watched while streaming surpassed them with 44.8%. While streaming has been the largest source of TV viewing for a long time now, this is the first time it has lapped the total of the other key categories. (10.9% of viewing fell into miscellaneous categories.) Nielsen notes that free services have contributed significantly to the uptick in streaming since 2021, with YouTube jumping 120% over the four years and regularly charting as the most-used streaming platform. In May, YouTube was the source of 12.5% of all TV viewership measured by Nielsen, the highest share achieved by any streamer to date. (Variety)
💡Streaming isn’t just dominant, it has officially overtaken broadcast and cable combined, signalling that future audience growth, reach, and relevance depend on mastering platform-first, digital-native storytelling.
Ex-Vimeo Executive Rich Bloom to Lead Tubi’s Digital Content Creator Programme.
Fox-owned AVoD platform Tubi has announced an accelerator programme for digital content creators and hired Vimeo alum Rich Bloom to lead the team that oversees it. Bloom will have oversight of the new Tubi for Creators programme, which is designed to accelerate the streamer’s investment in bringing more original stories from creators to its audience of over 100 million active monthly viewers. It will provide creators with a new scalable pathway to bring their content to the platform, with inaugural participants already joining the initiative. These are: Canadian YouTube duo Dan and Riya (Beverly Valley High), comedian and rapper FunnyMike (Mr Creepy Eyes), Jubilee (Odd One Out), scripted series creator Kinigra Deon (Vampire Siblings), food and comedy specialist Mythical Entertainment (Last Meals) and unscripted collective Watcher (Ghost Files). (C21 Media)
💡Platforms like Tubi (and even Peacock) are actively courting digital creators, making it clear that the future of original content increasingly lies in bridging creator culture with mainstream streaming audiences.
Love Island Watch Parties are Taking over NYC Bars.
Love Island is Gen Z and Millennials’ “it” show right now, and the gens are taking to social media to rave about (and dissect) the current U.S. season. While it’s been popular reality TV since 2019, young viewers’ obsession with the show really amped up last year, thanks to Season 6's "PPG" girl group, three fan-favourite female contestants whose friendship took center stage (and helped two of them amass over 2M followers each since being on the show). Bars are cashing in on the popularity by holding watch parties, with some bars, like The Comedy Shop in Greenwich Village, going viral for hosting these weekly events. Posts are showing large crowds full of young people (usually women-only friend groups) and their hilarious reactions to the dramatic show. And fans are selling out the events quickly, with some bars now taking reservations. (New York Post)
💡Love Island's bar watch parties show how reality TV can become real-world social currency - something we tapped into a decade ago with Made in Chelsea, when we hosted watch parties with the cast on location, proving early on that turning TV into an in-person event deepens fan engagement and buzz.
🌟 Pop Culture Pick
So, Love Island USA Season 7 has to be my Pop Culture Pick this week:
Streaming Powerhouse: ranked as the 2nd most‑watched original streaming show for the week of June 9, with viewership quadrupling since launch.
TikTok Takeoff: racked up an astonishing 623 million views - a jaw‑dropping 232% YoY spike .
Viral Meme Moment: the “I’m a mommy” exchange from episode 12 is dominating TikTok audio (with celebrities and landmarks like the Empire State Building getting in on the joke)
🧩 IP Chronicles
A few months ago, I told you that I have something planned regarding the topic IP and now the first article of my new MIPBlog series IP Chronicles dropped:
From Page to Global Phenomenon: Dynowish’s IP Expansion for International Success
In today’s interconnected entertainment landscape, the development of compelling intellectual property (IP) has become essential – especially in children’s television, where stories must captivate across platforms to create lasting impact. One standout example is Dynowish, a vibrant IP that began as a children’s book series by Italian author Paola Myriam Visconti, first published by Giunti Editore. What started as a heartfelt literary project has since grown into a full-fledged franchise, including an animated series, and even a striking 3.6-meter statue.
This transformation has been driven by strategic international collaboration. Paola Myriam partnered with UAE-based TwelveP Animation to reimagine Dynowish as a global TV property. Its introduction at MIPJUNIOR and MIPCOM CANNES last year marked a key milestone in its global journey, opening the door to new markets and creative opportunities.
From a story rooted in dreams to a multi-platform universe, Dynowish offers a case study in how vision, partnership, and purpose can bring a singular creative world to life on the global stage.
Read the whole article here.
🔎 Strategy Spotlight: Key Takeaways from Cannes Lions 2025 for the Future of TV
1. AI vs Humanity
AI was everywhere at Cannes - from agency keynotes to live demos - but the festival’s message was clear: human creativity remains irreplaceable. VML noted the tension between AI-driven speed and human emotion, with leaders like Unilever’s Esi Eggleston‑Lacey calling human insight our “superpower”. YouTube’s Neal Mohan reinforced this, saying AI should “push the limits of human creativity,” not replace it.
💡 What this means: AI tools (e.g., generative storyboarding, editing assistants) can speed up production, but emotional resonance, like heart, nuance, spontaneity, must be contributed by humans. Embrace AI for efficiency, not to cut human-led storytelling at the core.
2. Emotive Storytelling
The power of emotion was a central pillar. VML highlighted how speakers like Bowen Yang and Jon Chu emphasised storytelling’s emotional engine: that humans connect through humour, nostalgia, suspense - which are all beyond AI’s capabilities.
💡 What this means: Develop scripts and content rooted in authentic experiences, emotional arcs, and real human contexts. AI may help with structure, but emotional beats - laughter, tears, tension - must come naturally from writers and actors.
3. Creator Supremacy & Fandom Culture
Creators aren’t just influencers, they’re modern storytellers with full-blown fandoms. VML pointed to YouTube’s Neal Mohan stating creators are “the epicenter of culture” and that their communities drive brand value. TikTok-backed panels reinforced this, showing how creators with personal voice outperform generic ads .
💡 What this means:
Collaborate with independent creators who command niche audiences.
Develop extended-verse content, spin-offs, and immersive experiences shaped by creator voices, not just traditional broadcast teams.
Engage fandom communities early and authentically to boost engagement.
4. Fandoms Shape Culture
VML highlights from Shonda Rhimes at Cannes: fans aren’t passive consumers, they shape culture and demand immersive storytelling. WPP Intelligence reports consumers want to "live inside those stories".
💡 What this means: Treat fan discourse as collaborative. Encourage user-generated content, interactive episodes, or transmedia expansions. Consider alternate formats (short clips, social-first spin-offs) that cater directly to fan communities.
5. The Age of Experiences
VML’s "Age of Experiences" insight highlighted how brands are moving beyond commercials into immersive experiences - think live events, installation art, even branded fragrances.
💡 What this means: Blend viewing with real-world activation. Could be watch parties, AR companion experiences, content crafted for live settings. Consider experiential trailers or branded spaces that deepen connection.
☀️ Weekend Vibes
That’s it for today. If something sparked a thought, or you think a friend would enjoy this, hit reply or forward it along. Same place, same time next week. Sandra x
If you're seeking further assistance or exploring additional options, I would be delighted to offer these avenues of support:
📊 Data & Insights: Exclusive research and interviews spotlighting Gen Z marketing and content trends, with a special focus on Europe.
🎤 Keynotes: Inspiring presentations on the ABCs of Future TV—Audience, Business, and Content—designed to spark innovation and forward-thinking strategies.
🎯 Social Media Strategy: Tailored plans that align with your goals and audience.
📅 Social Media Management: Day-to-day management to keep your brand active and engaging.
📢 Content Campaigns: Creative campaigns that drive visibility, engagement, and conversions.
Please feel free to reach out to me if you would like to discuss this further or if you have any questions: sandra@tvfuturist.com