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IPX builds format-driven channels for YouTube.
Broadcast craft. Platform intelligence. Brands built in from the start.
IPX builds format-driven channels for YouTube.
Broadcast craft. Platform intelligence. Brands built in from the start.
A format is more than content. It is a repeatable emotional contract with the audience; a structure people recognise, trust, and choose to return to.
Original formats built around genuine audience behaviour.
Proven IP rebuilt for YouTube without losing what made it work.
Brand territories turned into returnable formats people choose to watch.
Broadcast development, premium production and YouTube strategy, working together from the beginning.
Format and Creative
BAFTA-nominated development executive across entertainment, factual and natural history for major UK and international broadcasters.
At IPX, Harry leads format strategy and creative development.
Production
Senior unscripted series director with BAFTA-winning credits across twenty years of premium factual and entertainment television.
At IPX, Sam builds the production route from concept through delivery.
YouTube Strategy
Three-year core advisory role on the MrBeast team, with credits contributing to over 5 billion views.
At IPX, Connor leads platform strategy and post-launch growth.
A question audiences care about and brands have a credible right to be part of. We start there, whether that means creating an original format from the ground up or identifying proven IP with a genuine second life on platform.
The real opportunity is building format-led content around how people discover, watch and return to long-form content now.
We shape the engine: structure, pacing, talent, packaging and audience promise, whether the format is original or rebuilt from proven IP.
Where useful, we identify the right creator, channel or community strategy to give the format a live route to audience from the start.
We find the overlap between format engine and brand world: adventure, resilience, transformation, craft, performance, design, taste, technology, escape, discovery.
This is where brand spend becomes part of the format architecture. Not a logo beside the show, but a role inside why the show works.
The strongest fit is when the brand owns the question, while the show owns the answer.
Platform intelligence runs through every stage of the IPX methodology. But it is at launch that it becomes visible: packaging, titles, thumbnails, release strategy, audience analysis that goes well beyond what standard platform tools surface.
IPX stays with the work as it goes live, reads audience response, refines the approach and helps each channel find its route to scale.
When acquisition costs rise and trust is harder to earn, the answer is not more content. It is a credible role inside something audiences actively choose to spend time with.
IPX helps brands move from bought attention to earned relevance. Not by funding branded content, but by becoming part of a format audiences understand, trust and return to.
For rights holders with proven IP or underused programme brands that may have a second life on platform.
IPX identifies which underlying engines still have value, what needs to change, and how the format can be rebuilt around modern audience behaviour and brand funding.
For creators and talent-led channels with strong audience instincts but underdeveloped format structure.
IPX helps shape what's working into something repeatable: a returnable format with a clearer engine, sharper packaging and genuine commercial architecture.
