Quibi is Jeffrey Katzenberg's vision, he has close control over shows - Business Insider

Three months into Quibi's launch, the streaming service's future is not written. But, pandemic or not, Katzenberg's reputation is on the line with Quibi.

But six insiders said there was no doubt Katzenberg was the driving force behind the most crucial aspect of the business: its content. His eye for detail means lots of meetings, now held via Zoom, and time spent by the content team presenting to him. He would have relevant emails printed out for him to pore over.

The intense feedback is partly because Quibi is endeavoring to create content people haven't seen before and has very specific ideas about how it should look. A few junior staffers, for example, wanted to bring in more young-adult programming, one of the people said. Netflix has had success with shows like "To All The Boys I've Loved Before," "Never Have I Ever," and "13 Reasons Why" that are billed teen programming, but also do well with crowds in their 20s and 30s, which is Quibi's target audience. But they couldn't convince Katzenberg.

Katzenberg's leadership style has injected a rather traditional view of TV into what is meant to be a modern platform for the millennial generation. The programming slate also includes more traditional TV stars, like Chrissy Teigen, Reese Witherspoon, Kevin Hart, and Liam Hemsworth, than influencers who have been innovating on mobile platforms like YouTube and TikTok.

The company has also drawn from podcasts and other corners of entertainment to find stars, like "The Nod" hosts Brittany Luse and Eric Eddings. Daly was appointed after Megan Imbres, who joined Quibi from Netflix, exited shortly after the service launched. KatzenbergTwo people close to the company said Katzenberg has pointed internally to flaws in the marketing strategy at launch.In some ways, Katzenberg's leadership mirrors other famous entrepreneurs

"He always had confidence and vision and made everyone feel aligned," said Tyler Dean, a former summer associate at WndrCo, who worked with Katzenberg in 2017, as the idea for Quibi was being incubated. "He's really, really good at getting you brought into his level of dedication."

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