CCO Replica Sample - 8

DATA-DRIVEN CREATIVE
How Fred Graver, a four-time Emmy-winning television producer and
former head of Twitter TV, uses social data to fuel his new creative series
-and how you can too.
Andy Vale

N

o matter the business, bold choices often come with big risks. And
in television, where shows can easily cost millions to produce and
audience reaction can be tough to predict, risk aversion is a highstakes science.
After a career filled with major writing credits (Cheers, The
Jon Stewart Show, Late Night with David Letterman), and over
four years as Twitter's global head of TV, Fred Graver has turned his focus back to
scriptwriting-now combining it with his long-time interest in technology. I caught
up with him to see why he thinks social data holds a pivotal role in show creation, how
you can use data for creativity, and how technology plays an integral part in his new
show's creative process.
What sparked your interest in the connection between social data and TV?
In the mid '90s I became fascinated by the internet ... I totally fell in love with it. I was
working at Disney, and spent a lot of time researching the possibilities of the medium
and how Disney could be prepared for its imminent expansion into our society. I then
moved to MTV, where I assembled the team that built the first website for VH1 and
achieved some other internet-firsts in my role as SVP of digital content. Learning how
TV channels could make the most out of the internet became an obsession.
Fast forward to the present day. At Twitter I saw tons of TV studios using Twitter
data to analyze the performance of their shows and who they were connecting with.
I helped them build strategies for marketing shows before they aired, engaging with
the audience while they aired, and measuring the response afterwards. It dawned
on me, why not use this data in the creation of the show too? So I wrote a show where
I did just that.

8 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER


http://www.CONTENTMARKETINGINSTITUTE.COM

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