As speculation continues to swirl around ITV Studios, the pressing question remains: will the British TV powerhouse merge or be acquired? At the heart of this discussion is independent entertainment giant Banijay—the force behind global hits like Peaky Blinders, Black Mirror, and MasterChef.
At the inaugural SXSW London, held at Rich Mix in Shoreditch, Banijay CEO Marco Bassetti finally addressed the rumors. Though elusive in his response, his comments suggest that while consolidation is on the radar, no immediate moves toward acquiring ITV Studios are underway.
“We are living in a world where consolidation and scale are really important,” Bassetti said, emphasizing that major players now benefit from size—something once considered a liability.
ITV Studios: A Prime Target in a Competitive Landscape
For years, ITV’s production arm has attracted interest from global media groups, including RedBird IMI, All3Media, and private equity firms. A potential merger with Banijay would create one of Europe’s largest TV content empires.
However, despite repeated reports, Bassetti made it clear that no formal talks or acquisitions are currently in motion. Still, his belief in consolidation as a strategy to meet content demands hints that the door is far from closed.
The Role of AI in Future Content Creation
Bassetti also touched on the controversial intersection of AI and creativity in the entertainment industry, expressing the need for “strict rules” to protect original content. “When you’re working with premium content, AI has a relative impact,” he said, stressing transparency and ethical use of technology in media production.
The Sidemen, Netflix, and the Power of Platforms
Joining Bassetti on stage was Jordan Schwarzenberger, co-founder of Arcade Media and manager of The Sidemen, a wildly popular YouTube collective. With their reality series Inside gaining traction, Netflix has already green-lit a second season and a U.S. adaptation.
Schwarzenberger highlighted the platform advantages of Netflix over YouTube:
“YouTube gives creators reach, but Netflix offers global editorial push and legitimacy,” he explained, revealing why the Sidemen embraced the streamer.
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This makes perfect sense for fans of unique international programming—like the titles found in the Netflix foreign drama category, which continue to attract viewers worldwide.
MrBeast, Amazon, and the Future of Creator-Led Content
The conversation inevitably turned to MrBeast and his high-profile Amazon deal. With 400 million YouTube subscribers, he doesn’t need more visibility—but the massive funding Amazon can provide is unmatched.
“It’s about access to $100 million in capital. That’s Bezos money,” Schwarzenberger noted. “Even MrBeast doesn’t have that kind of liquidity.”
Interestingly, he hinted that the MrBeast Studios brand could evolve beyond its founder, creating new entertainment formats not reliant on his personal brand.
Consolidation vs. Creativity
As SXSW London progresses, the larger theme remains: how can traditional media companies like ITV compete in an evolving world dominated by influencers, AI, and streaming giants?
Bassetti’s message was clear: scale, transparency, and innovation are the keys to survival. Whether a Banijay–ITV merger materializes or not, the race for global content dominance is only heating up.
