Premium TV and Talent ‘Will End Up on YouTube and TikTok Over Time’ Says Sister Boss and ‘Black Doves’ Producer Jane Featherstone

High-end television and the talent behind it aren’t destined to only find their homes on established networks and streaming platforms, claims one of the U.K.’s most renowned producers.

Speaking at the RTS London Convention on Tuesday, Jane Featherstone, co-founder of the ever-growing Sister group and producer of scripted dramas including “Black Doves,” “This is Going to Hurt” and “Chernobyl,” predicted that the sort of shows she makes will soon end up on less traditional channels.

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“I think premium will end up on YouTube and TikTok over time, because great talent will jump out of the bigger mainstream organizations,” she said. “Talent is like water; they will find the the shortest way to the audience past all the obstacles.”

Featherstone said that her job as a producer was to not just find and nurture the talent, but to “make sure we’re on top of where the audiences are and where the talent want to be, and that’s what’s thrilling to me.”

Sister recently took a majority stake in fast-rising digital-first production company After Party Studios and just last week announced a strategic partnership with branded entertainment group Common Interest, two of several forward-thinking investments the company — co-founded with Elizabeth Murdoch — has made over the last few years.

“What’s fascinating to me it that we can understand how these creators have a very direct relationship with their audience — and they know what they like and what they don’t like,” said Featherstone of working with companies such as After Party. “I think it’s interesting for us as producers to be able to get access to that direct audience feedback.”