A conversation with Jay Hunt: Navigating risk and fostering British creativity

From Broadcasting to Streaming: A Journey of Innovation

At the recent BFI London Film Festival, a rare public Q&A session featured Apple TV Europe’s Jay Hunt, known for her influential tenure in public service broadcasting. Hosted by Claudia Winkleman, Hunt delved into her extensive career, her transition to streaming, and the broader U.K. screen industry.

Embracing Failure and Taking Risks

One of the key takeaways from Hunt’s discussion was the importance of acknowledging failure and embracing risks. Hunt shared an intriguing anecdote: the now-celebrated Apple TV+ series Slow Horses, which has garnered BAFTA and Emmy awards, was initially turned down by the BBC.

“I think you have to take risks,” Hunt remarked. “Slow Horses is an excellent example where it was passed on by the BBC. It has a hybrid tone that made it difficult to categorize, whether a comedy or drama, representing a risk that we were willing to take.”

Showcasing British Creativity

At Apple TV+, Hunt has been pivotal in commissioning numerous U.K. and Irish hits. Some notable mentions include Bad Sisters starring Sharon Horgan, Criminal Record featuring Peter Capaldi, Idris Elba’s Hijack, and the engrossing documentary series Prehistoric Planet.

“We’ve invested millions in British creativity,” Hunt stated. “As someone deeply rooted in this market, it’s incredible to see effects designers bringing the world of 66 million years ago to life or production designers meticulously crafting sets like Slough House in Slow Horses. It’s about offering opportunities in this market without a brain drain.”

A Trailblazer in the Industry

Back in 2017, Hunt was the first U.K. employee on the streaming side of her company. Reflecting on that time, she shared:

“I started this job entirely by myself. I had an assistant but no team for a whole year.”

Winkleman delved into Hunt’s impactful roles at BBC One, Channel 4, and Channel 5. Hunt’s decision to leave BBC One for Channel 4 was particularly challenging.

“Leaving the BBC, a place where you can change the nation’s perspective, was difficult. It’s where groundbreaking shows like Luther, with Idris Elba as the first Black lead actor, were made possible,” Hunt shared. At Channel 4, she found the appeal of being a disruptor very attractive.

Channel 4: A Disruptive Force

Hunt’s leadership at Channel 4 was marked by bold decisions and innovative programming. She recounted the challenge of losing Big Brother to Channel 5, resulting in 200 hours of broadcasting time to fill.

“Channel Four’s role as a disruptor resonated with me. Among the noteworthy shows commissioned under my leadership were Black Mirror, Derry Girls, and the controversial Naked Attraction. These programs transformed perceptions and challenged norms, fitting seamlessly with my vision.”

Controversial Decisions and Triumphs

Another significant move was acquiring The Great British Bake-Off (known in the U.S. as The Great British Baking Show), which stirred quite a commotion.

“The relationship between Love Productions and the BBC had deteriorated. Love sought new partners, and we seized the opportunity,” explained Hunt.

Hunt also spoke about the perseverance behind Gogglebox, which struggled initially but has since become an international hit.

“It’s now an epic global success, but it took moving it to different slots and continuous support. Failure isn’t just a part of the journey; it’s essential to learning what doesn’t work and continuously refining.”

The Future of British Creativity

Hunt champions the notion that discussing failure openly can improve the industry.

“We’re rubbish at talking about failure. To progress, we need to own our mistakes and learn from them.”

In her current role at the BFI, Hunt sees the organization as the R&D lab for the U.K.’s creative skills and screen success.

“Public service is in my DNA. Great film and television can change the world, and I’m committed to fostering that change.”

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Jay Hunt continues to inspire with her dedication to taking bold steps in the industry, proving that risk is an intrinsic part of innovation and success in the world of media.