Payne, born in Australia and based in London, has come a long way since her first industry job as an international distribution assistant for Hanna-Barbera Australia. He now oversees Banijay Rights, the distribution arm of the world's largest independent production conglomerate, selling everything from Survived, Big Brother AND MasterChef TO Black mirror AND Peaky Blinders all over the world.
Navigating a shrinking market dominated by “streamer correction and general industry consolidation” was a challenge last year, Payne says, complicated by executive shuffling between broadcast groups and platforms that “delayed decision-making” and led to gaps in the market, such as the sharp decline in commissions for mid-budget factual entertainment series.
“It would be nice to see when [these] large industrial groups [Paramount, Warner Bros. Discovery] it will settle down and [there] the future programming strategy will become clearer,” he notes. The son of a working-class family, Payne has always been focused on improving representation across all socioeconomic backgrounds, often a blind spot in the entertainment industry. “I believe that grassroots programs that foster change can change attitudes in the long term,” he says. “Talent can come from anywhere.”
What was your first job in the company?
My first role was as Assistant to the Managing Director, International Distribution for Hanna-Barbera Australia, which saw me manage distribution of the Hanna-Barbera catalog across Asia, Australia, New Zealand and South Africa. It was just me and the general manager, so I was responsible for contracts, content distribution, marketing, and finance, among other areas.
What was the biggest professional challenge you faced last year?
Exploring the outcomes of the streamer correction and overall industry consolidation along with the economic recovery. All this led to a delay in the decision-making process and was further intensified by the executive's moves.
What do you consider your biggest accomplishment of the past year?
Maintain consistency within the Banijay Rights team and ensure we are geared to meet market challenges. Our catalog is a vast resource that helps us achieve this goal.
What needs to be done to improve equality and diversity within the sector?
In my experience, different territories are at very different levels in addressing these challenges. Personally, I have always been very focused on improving representation across all socioeconomic backgrounds, which largely comes from my own experience. I believe that grassroots programs that foster change can change attitudes in the long term. Talent can come from anywhere.
What is or has been the biggest challenge in being a woman in this (still very male-dominated) industry?
The biggest challenge has been how I reflect on my successes and failures. I have learned to have thicker skin in moving forward from issues, never underestimating the importance of reflection and review.
What current industry trends do you hope to see return to soon?
Executive moves between broadcast and platform groups and the return of factual entertainment series to the mid-budget level; the market worsened due to the loss of commissioning in this sector. It would be nice to see the conclusions on where these large industry groups stand [Paramount, Warner Bros. Discovery] they will stabilize and, in doing so, their future programming strategy will become clearer.
What advice would you give to young women just entering the industry?
Take advantage of every opportunity that comes your way and remember that hard work can never be underestimated. Reach out to mentors and ask for their advice, and you'll be surprised at how open-minded senior leaders will be. Be ambitious and keep a balance with realism about what you can achieve at different stages of your career. When it's your time, give back to others.
Which show, currently on air, would you have liked to make?
There are too many to mention, but if I focus on Banijay Entertainment's expertise when it comes to formats, I would like to represent The Traitors AND The 1% Club.. Both are excellent formats that can be scaled and customized for individual markets. The golden bachelor The spin-off was also a huge success globally, and overall, dating and romance have endless appeal as a genre.
What do you watch for pleasure?
I'm a big fan of the Apple TV show: I find it intelligent, varied and very entertaining. I especially like the character development you see in similar series Ted Lasso ANDThe morning show.
What do you do to relax?
Lots of hiking and yoga – I have always been very active and spent time with my large extended family. Since living in the UK, I have become a keen gardener and find it rewarding to create seasonal gardens; it shapes the year. I was late to getting a dog, but I couldn't imagine life without one now. It's part of the family.