Every show you've ever binged got made because someone bet on it before anyone knew if it would work.

Greg Johnson is Executive Vice President, Americas and Asia Pacific at Cineflix Rights, the UK's largest independent TV distributor. His career spans Disney-ABC International Television in Asia Pacific, BBC Worldwide Americas, and ITV Studios, where he helped close deals for Vanity Fair, Victoria, and Poldark before joining Cineflix in 2024.

In this episode, you'll learn how deficit financing actually works, what it means to pitch a series that won't finish filming for five years, and the real difference between how BBC and ITV Studios operate. Greg also shares the line he lives by when a deal isn't going to happen: “A quick no is the second best answer.”

This is a conversation about relationships, risk, and what it actually takes to bet on a story before the world knows it's a hit.

Mentioned in this episode:

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