If anyone still thinks social-first commissioning is all stunts and sizzle, Amie Parker-Williams has news for them.
As Director of Commissioning and Production at MTV Entertainment Group International, Parker-Williams is helping to redefine what digital-first programming looks like. Her approach isn’t about chasing views at any cost; it’s about creating content that is timely, relevant, and emotionally intelligent – programming that feels native to the platform, but deeply connected to the lives of its audience.
“Risk is essential for all of us to remain relevant,” she tells me on this week’s episode of TellyCast. “We’re trying to find stories that feel urgent, honest, and intentional.”
It’s a quietly radical approach, particularly coming from MTV – a brand forever associated with pop culture’s loudest moments. But under Parker-Williams’ watch, the focus has shifted from hype to humanity. Take Every Woman with Sophie Kasaei, a recent docuseries exploring fertility, grief and reproductive health through the lens of the long-time Geordie Shore star. “We didn’t just fuel existing fandoms,” she says. “We brought in a whole new audience – one that might not usually watch reality TV, but was deeply invested in the subject matter.”
It’s a strategy rooted in representation, but with a clear commercial logic. Today’s digital audiences are discerning, often navigating between 90-second TikToks and hour-long YouTube documentaries. Parker-Williams is building a slate that reflects that behaviour. “It’s not about shorter attention spans,” she says. “It’s about intentional viewing. We want to meet people where they are – whatever mindset they’re in, whatever platform they’re on.”
This flexibility is echoed in MTV’s evolving commissioning model, which now blends in-house production with strategic partnerships with indies – particularly those fluent in platform behaviours. “Newer indies often understand better how ideas can fly on YouTube, dance on TikTok, and sing on Instagram,” she says. “We’re looking for collaborators who get that each platform speaks a different language.”
At the heart of this model is a clear commitment to talent – not just big names, but emerging voices too. MTV’s flagship stand-up series Comedy Central Live puts underrepresented performers centre stage, while the forthcoming Geordie Stories: Nathan and Dad promises a moving portrayal of fatherhood, identity, and illness through a Black British lens rarely seen on screen. “There’s been a run of parent-child travelogues, but none from this perspective,” she notes. “It’s long overdue.”
Parker-Williams is quick to credit the wider team, particularly VP of Digital and Social Cat Collins, for helping to craft a joined-up editorial vision across platforms and territories. She also emphasises that data plays a vital, but not dominant, role in decision-making. “We’re data-inspired, not data-led,” she says. “We look at engagement and watch time, but we also leave space for instinct, innovation – and cultural impact.”
That balance is critical as social platforms increasingly influence industry direction. Her Story of the Week pick is telling: YouTube’s recent launch of a Top 100 podcast chart, ranked by watch time. “It’s a clear signal that they want to be seen not just as a platform to upload your podcast video, but the podcast platform,” she says.
Still, there are challenges – not least rising talent costs and tightening budgets. For Parker-Williams, the answer lies in staying focused: “It’s about doing the right things in the right format with the right people. Talent that brings not just reach, but purpose and community.”
Authenticity may be an overused word in media circles, but with Parker-Williams, it’s not a buzzword, it’s a brief. Her commissioning slate may be varied in tone and format, but the common thread is unmistakable: real people, real stories, real connection.
“In this landscape, it’s not just about making content,” she says. “It’s about building trust.”
And in 2025, that may be the boldest creative swing of all.
