Can Traditional TV Producers Actually Compete on YouTube?

At TellyCast’s ‘How to Make Money in Digital’ event in London, Andrew Eastel from Middlechild Productions explains how the company successfully launched the ‘Gardening With Alan Titchmarsh’ YouTube channel — and what traditional TV producers can learn from it.

In conversation with Justin Crosby, Andrew explores how TV production companies can use their strengths in storytelling, talent relationships and factual programming to build sustainable digital-first brands on YouTube.

The discussion covers audience behaviour, educational content, brand partnerships, platform strategy, monetisation, YouTube growth, seasonal programming, digital-first production models and the future relationship between television and social video.

Recorded live at TellyCast’s ‘How to Make Money in Digital’ event at 30 Euston Square, London.

CHAPTERS
00:00 Introduction
00:42 What is Middlechild Productions?
01:16 Why TV producers are moving into digital
02:05 The origins of Gardening With Alan Titchmarsh
03:00 Repurposing archive content for YouTube
03:47 Why original content performs better
04:33 Why gardening works on YouTube
05:23 Understanding CPMs and advertiser demand
06:10 Building brand partnerships before launch
07:00 Why YouTube revenue alone isn’t enough
08:03 The importance of connected TV audiences
09:03 Audience behaviour and YouTube search habits
10:00 The channel’s rapid subscriber growth
10:55 Understanding the unpredictability of the algorithm
11:43 Why ‘how to’ content matters
12:20 The first-year content strategy explained
13:08 Seasonal programming and topicality
14:12 Clip: Gardening With Alan Titchmarsh
15:52 The freedom of producing without broadcasters
16:44 Experimenting with episode lengths
17:15 Using TikTok and Facebook for growth
18:03 How digital-first changes production workflows
19:02 Why TV talent-led channels can scale
20:00 New opportunities in pets and survival content
20:52 Advice for producers with TV talent relationships
22:02 Managing talent expectations and revenue share
23:00 The biggest lesson from the project
24:12 Why digital feels creatively exciting again
25:03 Can the content return to television?

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