Mark Burnett has done it again. With History’s “The Bible,” one of cable’s top-rated series in 2013, the producer behind “The Voice,” “Survivor” and “Celebrity Apprentice” has again shown that mainstream audiences will tune into faith-based programming, and perhaps more interestingly, that Burnett’s talents also apply to the scripted realm.


PromaxBDA CEO Jonathan Block-Verk caught up with Burnett in our summer issue of Brief to discuss great storytelling, the digital water-cooler and History’s brand consistency. Grab your print copy of the magazine today for the full interview and in the meantime, enjoy this exclusive bonus cut from their conversation, available only through Brief online!

Jonathan Block-Verk: How hands-on are you in marketing a new show? How closely do you work with the marketing department, say, at History or with NBC or with Warner Bros.?

Mark Burnett: Every day. I’ve always done that, from day one of Eco-Challenge and Survivor, Apprentice and Shark Tank. You know, it takes a big team but as the producer, you’re intimately involved. At least I am.

Your show, “The Voice,” is the No. 1 social platform on Earth. How has social media changed the way you approach making television?

Well, I think it’s critical because what used to be on “Survivor,” the water cooler chat on the next day is now instant and during shows. You look at “The Bible” for example. The Bible [was] No. 1 on Twitter every week [it was] on. It’s allowing people to be part of the process. It’s changed from a passive medium where you just sit and watch to something that you actually participate in while it’s on.

Now more than 20 seasons into “Survivor,” do you feel that the unscripted landscape is too crowded? Or is there still room for innovation and for new stories to be told?

Well, based upon what’s going on with me, it’s all good, right? I mean, that’s like asking if there’s room for more dramas. I mean, what’s the difference? If there’s room for new comedies and new dramas, I guess there’s plenty of room for unscripted. But I think in the end, one element that remains prevalent is a great story if it’s well produced.

Who out there is doing a great job in marketing television content and programming? What’s some work that you’ve seen that stands out?

The obvious answer from me in this interview is probably History, right? I think especially the fact that they branded their H, and from a branding perspective that people understand it in a way that if you look at their shows, how they have their sideways-ward triangle tied into everything they do. They’ve got a consistency of their brand.

Nancy Dubuc works really hard and she asked me how involved I am. Same thing with her. She’s very involved. But you know, you look at people I’ve worked with my whole career. Leslie Moonves is completely involved. I mean, nobody goes on “Survivor” that Leslie doesn’t trust as an equal. Nobody.

And look at another person who is an absolutely brilliant, actively involved creative executive: Jeffrey Katzenberg. Brilliant marketer.

Listen, in the end, anyone can say anything. The results are the results, right?

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