STV Studios invests in ex-Channel 4 exec Joe Churchill’s branded content start-up
Former Channel 4 digital commissioning editor Joe Churchill has launched a branded content company called Fan Club, which Scotland’s STV Studios has taken a minority stake in.
Fan Club is a digital content agency that aims to “turn brands into broadcasters” by helping them to develop their own channels and content strategies. Churchill is acting as the company’s CEO.
Fan Club is now one of 22 STV Studios production labels and the only branded content specialist in its portfolio.
At Channel 4, Churchill led the commissioning of the social branded entertainment team, overseeing the growth of the department and creating partnerships including The Secret Life of 5 Year Olds with EON Next, Kojey’s Block Party with Brooklyn Brewery and Second-Hand Showdown with Vinted.
Prior to that, he was the founder and creative director of commercial production company Studio Weekend, which specialises in commercials, branded content and television, working with brands including Brompton Bikes, Jaguar Land Rover and Airbnb.
C21 broke the news of Churchill’s departure from Channel 4 last week.
Churchill said: “As social platforms have democratised distribution, brands no longer need to rely on media partnerships. They can reach audiences directly but in a crowded landscape they need quality content that captures imaginations and turns passive viewers into engaged followers and subscribers.
“There is a clear appetite from brands to become publishers in their own right, and Fan Club is here to help them realise that. We bring together social strategy, content production and audience growth to build passionate, engaged audiences on the brands’ owned and operated channels. I’m thrilled to have the backing of STV Studios and to be joining their production portfolio with this new venture.”
The launch forms part of STV FastFwd to 2030, a new corporate strategy being revealed by the Scottish broadcast group at a Capital Markets Event for investors today.
This will see the existing digital (STV Player) and broadcast (STV) divisions combined for cost efficiencies. A new commercial radio station presented and produced from Scotland for Scottish audiences will also be launched.
STV says it also developing new hyper-targeted advertising proposition across video and audio using AI to provide cost-effective advertising, unlocking incremental revenue in the medium-term
It is aiming to drive STV Studios’ operating margin to 10% through continued focus on high margin international IP and library growth
