John Ealer, senior exec producer at Toronto’s Cream Productions, discusses Jane Seymour-fronted genealogy format Relative Secrets, revealing how it got off the ground with Acorn TV which had never done an unscripted series before.
Archaeologist/investigator Natasha Billson and host Jane Seymour in Relative Secrets
Tell us about Relative Secrets.
In Relative Secrets, host Jane Seymour and archaeologist/investigator Natasha Billson help ordinary American families confront the darkest secrets of their family trees – from suspected murder and childhood abandonment to prostitution and beyond. It’s an immersive investigation that’s part genealogy, part true crime and all emotion. By responding to these families’ critical questions about the past, Jane and Natasha show them the forces that have shaped their present to better inform who they are today.
In A Serial Killer’s Kin, the premiere episode of season one, the story focuses on Donna Carr, the daughter of a convicted serial killer, whose family tree is steeped in criminality. Jane and Natasha help her search for even one redeemable member of her bloodline – someone she can admire – uncovering heart-wrenching disappointments along the way.
In another case, A Century of Guilt, Jane and Natasha help 99-year-old World War Two veteran Willie James White answer the question that he feared would follow him into his grave: was his grandmother, who protected him from an abusive stepfather, murdered and could he have done more to protect her? Watching Willie get the peace of mind he so deserves truly pulls at the heartstrings.
John Ealer
How did it land at Acorn TV, which hasn’t done unscripted before? Seems a strange place to pitch it. Had they made it known they were in the market for something like that? Take us through the pitch process.
The process started is the second half of 2023. We have a lot of experience in the true crime space. We were in production on our ninth season of Fear Thy Neighbor for ID and Texas Cheerleader Murder Plot for ID and Max. Looking for a way to build upon that foundation, we pitched AMC Networks many ideas within the true crime space. The conversations were good and the creative connections real.
As we kept discussing, we considered big-picture ideas that would fuse one reliable genre with another. For example, we contemplated whether we could freshen the already saturated true crime format with a genealogy angle. After all, the two naturally are aligned: finding the identity of a killer authentically paired with a search for personal identity. Could there be a show built around the dark mysteries lingering among our lineage, and could we build a show around trying to solve them?
At that point, AMC asked us if we’d like to develop a project in a similar vein. We delved further to conceptualise an idea that would become Relative Secrets.
What other shows on your slate excite you?
We’re in the midst of season two of An Optimist’s Guide to the Planet with Nikolaj Coster-Waldau for Bloomberg. Season one, which drew quite a following, garnered two CSA nominations, and we’re excited to bring Nikolaj’s adventurous brand of optimism back to screens soon. Making content audiences can feel good about certainly has found a footing in the current marketplace.
What trends in unscripted are you looking to take advantage of?
While many of our latest initiatives are under wraps, we can reveal our focus on celebrity-led formats that can be produced in quantity to offer our global partners premium entertainment at lower costs. We’re working on some exciting new collaborations in the digital space that bridge shortform content with theatrical. Plus we’re investing in and are having significant success with our own AI infrastructure to harness the emerging tools in this space.
It was said at RealScreen in January: “Content used to be king; now the deal model is king.” Do you agree and what does that mean for the quality of content?
As the streaming space from start-up (build viewership) transforms into a mature marketplace (extending the opportunity for monetisation), it’s not surprising that deal-making takes precedence. But that doesn’t mean the quality of content must suffer. Companies like Cream, with long-established track records, are set up for success. We can nurture world-class talent who can take advantage of exchange rates and tax credits. While we’re past TV’s ‘peak budget’ era, we’re not past ‘peak TV.’ Can we make great TV for less? Absolutely, we can.
How would you assess the health of the market at the moment? If people ‘survived to 25,’ what is their reward for getting here?
It’s no surprise that the media market remains challenging, but we’re approaching the end of its contraction. No one expects another robust expansion cycle but we do see signs of it bottoming out. That’s comforting.
What’s the biggest challenge facing your company? Is it the usual stuff around budgets, money, commissioning slowdowns, or something else?
Commissioning slowdowns driven by uncertainty have made workflows less predictable than they once were, but our agile, dedicated team excels at creatively tackling these challenges.
How is the current situation in the US with tariffs etc affecting your business? What are the best- and worst-case scenarios?
Undoubtedly, [President Trump’s] social-media post about tariffs was disruptive as it added another level of anxiety to a market already trying to balance uncertainty. The best-case scenario would be a bilateral agreement that permanently eliminates digital tariffs, which are likely prohibited by international law in the first place.
The worst-case scenario is that the administration’s ongoing provocation and headline-chasing add yet another layer of uncertainty, halting all deal-making. We’re confident that with our broad international experience, we always will be able to offer superior production value.
What is your company’s three-year plan? Where do you guys want to be three years from now?
Disruption can be scary but we’re harnessing that energy into innovation in new formats, creative trends and content. In a way, it’s liberating and we’re excited to expand and explore. And, of course, the promise (threat?) of AI is something we are diving into headfirst – all in aid of telling amazing human stories like those in Relative Secrets. In three years, Cream will have more diversity in its offerings and will be embracing the new technologies and platforms. I also see us looking at M&A opportunities to join forces with other future-forward companies to create something new and truly amazing.
What’s the best unscripted show you’ve seen recently that wasn’t your own?
Hulu’s Road Diaries: Bruce Springsteen & the E-Street Band is eye and ear candy. The captivating doc evokes the same emotional connection as our Blue Rodeo: Lost Together doc, stirring shared joy, cherished memories and a deep appreciation for the craft behind them.
