Why Apple & Twitter Are Turning To Propagate For Original Content

Social Media Week

As Apple and Twitter are making their first forays into television programming, they are turning to one company, Propagate Content.

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With Apple Music’s “Planet of the Apps” and Twitter’s “#whatshappening,” tech companies are starting to create original television content for their platforms. To take the leap into Hollywood, tech companies are turning to one company, Propagate Content.

Founded 2015 by Ben Silverman (former Chairman of NBC, Executive Producer of “The Office,” “Ugly Betty,” “Jane The Virgin,” “The Tudors”) and Howard T. Owens (former President of the National Geographic Channels and Executive Producer of “The Biggest Loser,” “Masterchef,” “Nashville Star”), the Los Angeles-based company develops, produces and distributes programming built upon great stories.

Head of Development at Propagate Content, Brett-Patrick Jenkins was joined by James Cooper (Head of Creative, Betaworks) and Sam Mandel (CEO, Poncho) to talk about the development of each show and why these tech giants are focusing on creating new content.

“Planet of the Apps” gives App creators and developers the opportunity of a lifetime by having them pitch their product to potential investors Will.i.am, Gwyneth Paltrow, Gary Vaynerchuk, and Jessica Alba.

This was Apple’s first foray into unscripted programming and they partnered with Propagate Content to develop the series. Poncho, the thin media and chatbot company developed by Sam Mandel and his team is featured in the first season of the series. Twitter recently unveiled its 24-7 live streaming video service and “#whatshappening” is their new pop culture show hosted by Phoebe Robinson from the podcast Two Dope Queens.

Speaking on why tech companies are making the move to Hollywood, the panel all agreed that when it comes to content “you’re going to have to be everywhere.” Tech companies like Apple and Twitter are branching out to different avenues to build their audience and find new revenue streams. Competing with on-demand video and streaming services for the attention of its viewers, Apple and Twitter are turning to companies like Propagate to help create premium scripted and non-scripted content for a variety of platforms.

Further analysis and commentary from ‘Why Tech Companies are Turning to Hollywood’ session


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Al Mannarino

Content and Marketing, Social Media Week


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