Movies

They built their careers in network TV. Then they started a production company for the influencer age

BBG News

Jeff Kmiotek, Michael Zinman and Andrew Watnick have been in unscripted TV production for decades.

1. Kmiotek transitioned into the role of a producer following stints in diverse unscripted genres such as gameshows and cookingshows, earning an Emmy nomination for his contribution to “The Masked Singer”.

2. Zinman brings experience in visual design and creative producing to the table, with an Emmy nod in 2014 also under his belt.

3. Watnick kicked off his career in casting, subsequently venturing into development and later on, production, working on shows like “The Masked Singer” and “The Amazing Race”.

However, a meeting in Las Vegas during September 2024 prompted them to venture into a new form of risk-taking uncharacteristic of the city’s reputation: they decided to leave behind their careers in conventional television and instead pool their collective media production skills to establish an online content production company.

Over the past few years, there has been a noticeable shift in the way unscripted TV shows are produced, as reflected by the three individuals. As Kmiotek put it, “we’re seeing budgets shrink, costs decrease, and production schedules becoming shorter.

Simultaneously, platforms such as YouTube have witnessed a significant surge in popularity. “I found myself immersed in YouTube’s content,” Kmiotek mentioned. “They don’t need to navigate the complex process that traditional TV networks faced with multiple chefs, executives, and feedback.

On YouTube, creators are witnessing significant income surges from their video content. According to WPP Media’s latest ad revenue projection, creator-driven online revenue has risen by 20% since 2024 and is projected to double in the upcoming year, while TV revenue is only forecasted to grow by a modest 1%. Furthermore, Nielsen reported that YouTube garnered a 44.8% viewership share in May 2025, marking the first time it surpassed cable and broadcast TV viewership figures.

YouTube provides an advantageous perk that isn’t typically found in network TV jobs: the chance to retain ownership of your own shows and have full creative autonomy. As Kmiotek put it, “Working a hundred hours a week on a television show can mean late nights at 3 a.m., all for someone else’s benefit. However, when you work on a project that belongs to you, there’s no resentment.

In Downtown L.A., Zinman already owned a production studio, specifically designed for motion capture and virtual production for television. This studio, later named Lulu Studios, served as the base for their production company, Elixir, which they financed with their own resources. Subsequently, Kmiotek, who was previously a TV producer, decided to dedicate himself full-time to this venture following that initial meeting in Vegas. Three weeks afterward, the team started filming their first projects.

Elixir is stepping into a thriving sector of YouTube, specifically the realm of online dating shows. Platforms like Jubilee, Nectar, and Cut have amassed fanbases in the tens of millions across social media networks through their unscripted content. Their episodes frequently garner view counts in the millions, sometimes surpassing the TV ratings for the latest seasons of “The Bachelor.” Even “Saturday Night Live” recently spoofed a popular YouTube dating show, “Pop the Balloon.” Unlike scripted shows that need substantial budgets provided by big entertainment firms, unscripted content can be economically produced using minimal resources and effortlessly distributed online.

The Elixir team recognized an opportunity in the expanding market that could benefit from their TV production skills. “Typically, these shows are filmed on white, stark backdrops… However, to stand out, we thought, why not try some lively, basic ideas… But with a more appealing visual style,” Kmiotek explained.

The trend in their show production leans towards crafting visually striking elements, such as utilizing romantic digital settings for “Red Flag, Green Flag” and constructing an oversized table for contestant selfies on “Date on a Plate.” Their objective is to embrace the quirky and absurd, aiming to produce eye-catching content with a distinctive visual identity that sets them apart from other companies in the market.

Fundamentally, Elixir strives to create programs with distinctive aesthetics. Their flagship production is “Date on a Plate,” a concept inspired by a TV pitch that never saw the light of day. Originally, it was envisioned as a dinner cart adorned with three covered heads; however, this concept was reimagined into an online dating show where participants can only view each other’s faces and participate in competitions.

In contrast to many other YouTube series, “Date on a Plate” stands out by integrating conventional media with its digital marketing strategy. For instance, the show’s trailer was first aired on “Access Hollywood,” and the team even made an appearance on the show, where host Mario Lopez gave the concept a try.

Shows like ‘Date on a Plate’ and many others on Elixir stand out from most YouTube content due to their professional hosts. For instance, ‘Date on a Plate’ features Nicky Paris, a seasoned stand-up comedian and television host who prefers produced content. As Paris stated, “Anyone can film with a phone, but there’s still something appealing about the illusion of quality that comes from polished and packaged productions.

In essence, Elixir operates with around six primary members in its core team. However, they also bring on extra help during filming days when they produce between two and seven episodes of a single series. These episodes are gradually rolled out over a span of several months.

In essence, Zinman stated that while everyone desires to transition to digital platforms, there’s a lack of knowledge about how to do it effectively. Consequently, our team is discovering along with others, and we’re leaning heavily on insights from Gen Z peers. To grow an audience on YouTube specifically, we’re focusing on understanding the finer points, such as crafting compelling video titles and thumbnails that significantly impact a video’s success.

Kmiotek stated, “We depend on YouTube to include us in their algorithm, but it’s unpredictable what might occur on such sites. Our programs are created in a manner that allows them to thrive beyond social media platforms.

One significant reason behind the development of Elixir was the slowdown of film and TV production in Los Angeles, which has been extensively discussed due to the recent fires that intensified the need for the city’s production workers to secure steady employment. As Zinman put it, “Over the past three to four years, the television landscape in Los Angeles has undergone a significant transformation. Whether you’re a carpenter on set or a showrunner, work is moving away.

The primary factor leading to the decrease in production is the shift away from unscripted shows, as they’re relocating to regions offering more attractive tax incentives since California’s film and TV tax credit doesn’t cover unscripted television at present. To counter this decline, Television City has launched an endeavor aimed at collaborating with digital content producers, inviting them to utilize the city’s soundstages that are currently witnessing unprecedented empty space levels.

Elixir aims to hire additional production staff in Los Angeles, as the company’s facilities are available for rent by online content creators. In essence, Kmiotek stated, “If someone requires a platform or audience and lacks a studio, they can produce their show here.” He continued, “Just arrive, and we will help you create your show. Once it’s ready, we will collaborate to distribute it… I can assist in creating a personalized, high-end production featuring a skilled crew.

The trio’s experience in conventional TV production lends them credibility to establish connections with influencers and broaden the company’s objectives. They can utilize the knowledge gained from network TV and tailor it to a select range of projects. As Paris explained, “Having a company like Elixir means that creators’ ideas can truly be the main focus and given top priority to launch them successfully, which is quite thrilling as we embark on creating something new from scratch.

According to Kmiotek, the team’s strategy with the company is more about creating programs rather than specifically producing YouTube videos.

According to Zinman, they create their YouTube videos with the same level of expertise and scale as they did for network television. However, since they don’t have the financial backing of network TV productions, they are more careful with how they allocate their funds in their self-financed project. Instead, they prefer to invest in the physical environment, high-quality props, and skilled craftspeople, ensuring that Elixir’s shows maintain a professional appearance.

A portion of our preparation for our TV show was beneficial as we successfully convinced the prop team from ‘The Masked Singer’ to construct a table for us in ‘Date on a Plate’,” Kmiotek explained.

The Elixir team is playing a significant role in a significant change in entertainment, moving away from the dominance of large corporations and into a media environment where independent creators and small teams produce their own content. This trend isn’t unnoticed by those who used to work for network television, as indicated by Kmiotek’s discussions with his former colleagues: “Senior executives are reaching out to us saying, ‘My contract ends this year, can I join you in your endeavors?’

Eight years ago, some executives from our network moved to YouTube, which might have left you puzzled back then. However, now it’s clear that they are among the most intelligent individuals in the industry,” Zinman stated, adding to the sentiment.

Elixir shares the ambition common to thriving media firms: fostering innovation. Their team is working on a live adaptation of “Date on a Plate” that they plan to bring on tour, an exciting development given the success of online influencers and podcasters who have filled major performance venues with sold-out shows. Additionally, Elixir aims to broaden their content portfolio beyond dating shows, aiming to produce more comedy and game show material as well.

In essence, Elixir is stepping into a market that has already demonstrated its worth. Upon analyzing the media landscape, the startup noticed a shift towards online content creation as both audiences and advertisers are increasingly drawn towards this platform. This trend poses a challenge for conventional TV and media corporations, pushing them to evolve or risk experiencing more significant financial and viewership declines.

Kmiotek stated, ‘Many network executives may still view YouTube as a passing trend, but the evidence is mounting and it’s clear that this isn’t so. They’ll need to adapt to reality since YouTube isn’t vanishing.’ In simpler terms, he’s saying YouTube is here to stay.

Read More

2025-07-23 13:32

Previous post Shirtless Zac Efron shows off his muscular physique while enjoying a day out golfing with his ripped brother Dylan as fans go WILD in the comments
Next post Madonna sends fans wild by teasing her new music as she shares snaps from the studio while recording in London