Former BBC Studios and Channel 4 exec to lead digital-first content strategy across UK and Europe

Sony Pictures Television is expanding its global production strategy with a bold move into the creator economy, tapping veteran digital executive Matt Ford for a newly created senior role focused on next-generation content development.

Ford, whose resume includes leadership stints at BBC Studios, Channel 4’s 4Studio, Vice, and Social Chain, joins the studio as VP, Commercial, Digital under Sony’s International Production division. In his new post, Ford is tasked with spearheading original digital-first content across streaming, social, and audio platforms, while cultivating partnerships with UK-based creators and online talent.

The hire signals a decisive shift for Sony’s international team as it positions itself at the intersection of traditional production and the burgeoning creator economy.

Ford will report to Matthew Justice, EVP, UK & Europe, and work closely with Wayne Garvie, President of International Production, and Hannah Smith, VP of Operations.

“This is a pivotal time to be evolving what a global studio can do,” Ford said in a statement. “Sony’s forward-thinking approach to digital makes this a unique opportunity, and I’m excited to collaborate with creators who are building bold, fresh formats, new show concepts, and original channels.”

Ford also co-founded CoLabX, a digital-first media venture, and is widely seen as a bridge-builder between traditional production houses and new-generation talent.

A Broader Strategy Shift

Sony’s move comes amid a wave of traditional studios and broadcasters seeking to tap into creator-led content. Channel 4 recently launched its comedy-focused YouTube channel, while Netflix UK has picked up digital-first hits like Inside and Blue Therapy—both born from YouTube-native collectives such as the Sidemen.

Ford’s appointment is the latest in a string of high-profile strategic hires for Sony International. In March, the studio stunned the industry by bringing on Charlotte Moore, the BBC’s longtime content chief, to serve as Creative Director of International Production and oversee operations at Left Bank Pictures, the Sony-owned label behind The Crown.

By installing Ford in a centralized role—rather than attaching him to a specific indie—Sony appears to be investing in a cross-divisional strategy that not only nurtures digital-native IP but also accelerates multi-platform rollouts that blend shortform, social, and streaming-first storytelling.

For Sony Pictures Television, the message is clear: the next wave of global content creators may not come from film school—they may come from TikTok.