LONDON TV SCREENINGS: As the television industry grapples with economic pressures, a changing commissioning landscape and the rise of streaming giants, Night Train Media is doubling down on strategic partnerships, coproductions and global expansion.
Herbert Kloiber
Ahead of this year’s London TV Screenings, Night Train Media CEO Herbert Kloiber outlines the approach adopted by its two distribution arms – factual focused BossaNova Media and drama outfit Eccho Rights – towards overcoming industry challenges and seizing emerging opportunities.
Adapting to a new content economy
Reflecting on the past five years, Kloiber notes a marked shift in the distribution landscape. “Five years ago, the biggest challenge we all faced was how to navigate the ocean of streamers that were commissioning big-budget, ambitious originals, as well as buying up every window with global acquisitions,” he explains.
“Now that bubble has burst, the production volume has been shrinking, and commissioners are generally more risk-averse. That has left gaps in the market that we are actively looking to fill as versatile partners that understand the various players’ needs.”
The slowdown in commissioning, particularly from US broadcasters and channels, has forced distributors to rethink their strategies. Additionally, economic instability in Turkey – one of Night Train Media’s key markets – has made financing drama productions more difficult. “We have been faced with fluctuating economic issues, with huge inflation and reductions in advertising spends locally, while production budgets are increasing, creating larger gaps that need to be filled there,” Kloiber says.
To navigate these challenges, Night Train Media is restructuring its investment approach. By analysing regional demand and carefully selecting projects with high audience potential, the company ensures its content pipeline remains strong despite industry disruptions.
The shift toward coproductions and partnerships
With the old content model faltering, the focus is now on working together. “We need to collaborate more closely as co-commissioners and coproducers rather than pure distributors,” Kloiber says. This is evident in projects like Safe Harbor, a high-end international coproduction from Night Train and Dutch producer Submarine.
International copro Safe Harbor from Night Train and Dutch producer Submarine (Photo: Submarine)
In London this week, Night Train is seeking further buyers for the project – a crime series inspired by real events that comes from Ozark co-creator Mark Williams – while pursuing similar partnerships that allow it to retain content rights and control over distribution.
Coproductions aren’t the only way forward. Night Train Media is also expanding into untapped regions, including South-east Asia, Africa and Latin America. “Coproductions, strategic partnerships and expanding into untapped regions offer exciting growth potential as demand for diverse content continues to rise,” says Kloiber. Night Train Media is leveraging its expertise in international markets to forge connections with new buyers and solidify its role as a key distributor in emerging regions, he adds.
Turkish drama remains a key growth driver
While some genres struggle, Turkey’s scripted space continues to grow. “Turkish drama remains strong and in addition to traditional territories like MENA, CEE and Lat Am, we are pleased to see continued growth in Western Europe,” Kloiber says. The company’s hit series Golden Boy, which will exceed 360 episodes by the end of its third season, has recently been renewed in Spain, Finland and Sweden – markets that historically hadn’t been major buyers of Turkish content.
At the London TV Screenings, Night Train is looking to cement its reputation as a major supplier of Turkish drama outside of the country, bringing premium content to new audiences. The growing demand for Turkish series reflects a broader trend in international TV consumption, where audiences are more open than ever to non-English-language content. The company is capitalising on this by securing more long-term licensing deals for its Turkish slate.
Balancing streamer deals with rights retention
With recent research indicating that streamers will overtake commercial broadcasters as the largest investors in content this year, distributors face a delicate balancing act. “It creates both opportunities and risks,” Kloiber acknowledges. “Streamers offer broader global reach but demand exclusivity. Navigating these partnerships while preserving rights flexibility becomes a balancing act for distributors.”
That’s why Night Train Media is careful about how it structures deals, aiming to retain as many rights as possible while capitalising on the visibility and reach that streamers offer. The company is also diversifying its revenue streams by pursuing hybrid licensing agreements that allow content to be monetised across multiple platforms.
As the competition for high-quality scripted content intensifies, striking the right balance between exclusivity and long-term content ownership is critical. Night Train Media’s approach prioritises sustainability, ensuring that its catalogue remains valuable and accessible across different markets.
Night Train’s hit Turkish drama Golden Boy
AI and digital expansion: The next frontiers
While artificial intelligence (AI)-driven disruption in scripted content remains a long way off, Night Train Media is already integrating AI into its operations. “We’ve been embracing opportunities to use AI for business functions that can increase efficiency, but this is mostly restricted to back-office tasks right now,” Kloiber says. However, he sees potential for AI in dubbing and other cost-reducing applications in the future.
Additionally, Night Train is investing in digital content through its Night Train Digital label, which focuses on monetising content through AVoD platforms. One standout project is Virtually Parkinson, an AI-driven podcast series from Deep Fusion Films featuring a digital replica of the late Sir Michael Parkinson conducting live interviews with studio guests. “It is a hugely interesting project that has sparked a lot of discussion in the media, and we are very excited to be a part of that journey,” Kloiber notes.
Digital expansion is a key component of Night Train Media’s long-term vision. By leveraging AVoD opportunities and developing innovative projects like Virtually Parkinson, the company is not only generating new revenue streams but also exploring creative storytelling possibilities that align with evolving audience preferences.
Looking ahead
As industry consolidation looms, as demonstrated by the potential merger between ITV Studios and All3Media, Night Train Media looks to remain agile, as it prepare to navigate shifting market. Kloiber expects further consolidation in the production space but isn’t overly concerned about its immediate impact.
Similarly, he downplays concerns about Donald Trump’s possible trade conflicts between the US, the UK and EU affecting the TV business. “I don’t think European productions will become subject to US tariffs; this segment is too small in the greater scheme of things,” he remarks. “If Hollywood – in the sense of the state of California – doesn’t create a more attractive investment environment for film or TV productions, Europe will take a bite from that. I doubt Donald Trump really has much interest in helping out Hollywood.”
Despite the challenges ahead, Night Train Media is positioning itself to thrive through strategic partnerships, a focus on premium drama and an adaptive approach to content distribution. As the industry evolves, Kloiber and his team are determined to stay ahead of the curve, ensuring a steady supply of quality content for global audiences.
By remaining flexible, embracing digital opportunities, and strengthening its role as a coproduction partner, the firm is hoping to chart a path for long-term success. The future may be uncertain, but Kloiber says Night Train is on the right track.
