Sony's Holly Jacobs on the Return of Nostalgia in Programming

Charlene Weisler: How is non-scripted programming evolving in this more technological, data-driven media ecosystem?

Holly Jacobs:  When we launched “The Dr. Oz Show” in 2009 it was a very different world. There was not the wealth of information at everyone’s fingertips.  Everyone now can Google every ache, pain and funny looking spot on their skin. As the show has always been a key destination for conversations about health and wellness, we’ve learned to adapt and evolve with the times. While the show continues to lead these conversations, we’ve also shifted focus and now also help the viewers curate and have context for what they gather online. We don’t just present; we help decipher the vast amount of information out there.

Charlene: Are the types of non-scripted shows changing over time?

Holly: Yes. We are always evolving. And it also goes in cycles. There is a trend now in nostalgia. ABC is launching a Sunday Night Fun and Games block which includes classic game shows from the 1970s and 1980s, like our new version of “The $100,000 Pyramid” hosted by Michael Strahan.

Charlene: The nostalgia trend is interesting. Is it coming from Millennials and if so, why?

Holly:  I think it is a combination of things. Millennials are embracing origin stories and are interested in knowing where things began. Birkenstock shoes are a great example of a nostalgic brand making a comeback. But there is also a comfort zone of nostalgia that is multi-generational, particularly in a time where there is a 24-hour news cycle.  People are looking for an escape.

Charlene: How much do you depend on research and data to help guide programming decisions?

Holly: I love research but I am not a slave to research. We don’t just gather data, we also follow the narrative and cultural relevance behind the results.  We also use online panels to get a real time pulse-point on content. Then we compare and contrast to look at the 360 of the brand.

Charlene: How do you find talent today?

Holly: There are many platforms where we can find talent so we look everywhere and on everything. It is a creator economy -- everyone creates content -- and we like to see who is bubbling up, who is connecting and resonating. We look at Vine stars, YouTube stars and of course recognizable talent from traditional media.

Charlene: Is it easier or harder to make talent decisions with all of these options?

Holly: Well, it makes it exciting and exhausting. It is a very dynamic time.

Charlene: Where do you see content creation and development evolving in the next five years?

Holly: I wish I had a crystal ball. We are in a creator-generated universe now where everyone has a voice. There is a lot of information out there and I am not sure how it will translate. I believe that Virtual Reality will be a significant part of how we experience content, but it is not clear to me yet all of the ways it might be used.

Charlene: How do you achieve work/life balance?

Holly: That is an interesting question. I am a curiosity hunter so my work blends easily into my identity. Having a job that’s immersive in media and culture, the lines are blurred.  But part of being good in your job is also being well rounded. I have a family and a daughter and I am not sure I always achieve work/life balance, but I try to be present and am doing my best.

Charlene: What advice can you give a college student seeking a career in media?

Holly: You have to be a student of the culture and immerse yourself in all of the platforms. Things are evolving so you have to stay on top of the trends. But most importantly, your career goals have to be rooted in passion. You have to love the space and let it be your North Star.

Charlene: Can you tell me more about your views on mentoring?

Holly: I am very lucky to be part of the Women in Entertainment Big Sister program. Our goal is to ultimately get more girls into four-year colleges and give them more access to successful women in business. I currently mentor a 16-year-old girl and it is very important for me to take the time to nurture her curiosity and help her understand the world of corporate culture. I believe that mentoring is everyone’s responsibility. We have all gotten where we are because someone supported us. It is good to be mindful of that and how we can then help others.

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