Australia’s Parade Media sets up studio division targeting creator economy

Diana Chan’s Malaysia takes a personal culinary journey

Sydney-based unscripted prodco Parade Media has launched Parade Studios, a production division aimed at connecting the creator economy with television, streaming and global distribution.

Parade Studios will develop and produce creator-led entertainment designed to work across platforms, from longform television and streaming to YouTube, Instagram, TikTok and social.

The new division brings together Parade’s global distribution network, established creators, production talent and brands, creating a pathway for digital personalities and communities to evolve into premium longform entertainment, while connecting broadcasters and streamers with talent commanding large, highly engaged audiences.

The initial slate of projects includes Diana Chan’s Malaysia, a 6×30’ series fronted by the Australian MasterChef winner, chef and creator who returns Malaysia on a personal culinary journey exploring the people, ingredients and traditions shaping one of Asia’s great food cultures. The series brings together travel and food storytelling with broadcasters AFN and SBS Food, and commercial partners Malaysian Palm Oil Council and Orchard Brand Soy Sauce

Feast By Fire with Jess Pryles (10×30’), meanwhile, sees Australian-born, US-based live-fire cooking authority and creator Jess Pryles hit the road to discover the people, places and traditions behind America’s extraordinary barbecue culture. Outdoor Channel US and SBS Food are already on board.

Nine Network renovation series A House to Call Home (5×60’) and further culinary series Fired Up: Pizza Without Borders (10×30’) and Everyday Made Delicious (10×30’), fronted by Kathryn Smith of Mumma Makes It, are also included.

Matthew Ashcroft, founder and CEO of Parade Media, said: “Parade Studios is designed to sit right in the middle of those two worlds, combining the authenticity, audience connection and speed of the creator economy with premium production, broadcasters, streaming platforms, brands and international distribution.

“This isn’t about simply putting an Instagram creator on television. It’s about developing genuinely entertaining formats that can work as a half-hour or hour-long show, while at the same time creating original shortform content for YouTube and social-first content for every major platform.”