Versant's Content Strategy Revealed: True-Crime, A.I., Famous Drama IP & Wrestlers in Reality Shows

Versant, the group of cable channels and digital platforms set to spin off from Comcast early next year, revealed a fresh strategy this morning. The company introduced a new streaming initiative for MS Now, a free Fandango-based streamer, and announced acquisitions of Free TV Networks and Indy Cinema Group.

During an investor presentation, Versants President of Entertainment, Val Boreland, detailed the company's vision for both scripted and unscripted content. Boreland emphasized the importance of "recognizable IP and well-known personalities" in their upcoming slate.

On the scripted side, USA Network recently premiered the John Slattery-led adaptation of John Grishams 1995 novel The Rainmaker, already renewed for a second season. Upcoming projects include Anna Pigeon, starring Tracy Spiridakos and based on Nevada Barrs novels, scheduled for 2026, and the third season of The Ark on Syfy.

In the unscripted realm, Versant is exploring unique concepts. Everything on the Menu features WWE star Braun Strowman traveling to restaurants and sampling various dishes, produced by WWE Studios and BrightNorth Studios, with a second season likely after its finale. Oxygen continues to expand its true-crime offerings with shows like Hooters Murders and a Snapped spinoff.

E! is also venturing further into true-crime with its Dirty Rotten Scandals series, which examines controversies surrounding Americas Next Top Model, The Dr. Phil Show, and The Price is Right. Executives Cori Abraham and Blake Levin shared at Content London that they have received multiple pitches for AI-driven dating shows and remain open to AI-focused content development.

Boreland stressed that pitches for E! must align with the networks brand, favoring celebrity-centered or nostalgic concepts rather than conventional dating shows. The company seeks engaging hosts with distinct personalities, highlighting June Squibb of Killer Grannies and Alan Cummings of A Killer Among Us as examples.

Versant also outlined plans for Fandangos new ad-supported streaming service, Fandango at Home, set to launch in the latter half of next year with original programming and content from its extensive library. Boreland noted that linear networks will help drive audiences to this AVOD platform.

Additionally, the company recently secured a major licensing deal with a top streamer following its split from NBCUniversals Peacock, expanding its distribution opportunities. Boreland commented that Versant now has greater freedom to invest in content and experiment rapidly, moving beyond its former status within NBCUniversal.

Analysis: Versant's New Streaming Strategy and Future Prospects

With Versant's upcoming spin-off from Comcast, the company is setting an ambitious path toward rebranding and expanding its content portfolio. During its investor presentation, the company revealed a clear strategy focused on enhancing both scripted and unscripted content, with a particular emphasis on recognizable IPs and prominent personalities. This strategic shift positions Versant to capitalize on emerging trends in streaming and media, while also leveraging its existing assets to secure a competitive edge in the rapidly evolving entertainment landscape.

On the scripted content side, Versant is betting on established narratives, with notable projects like the recently renewed "The Rainmaker" adaptation and the upcoming "Anna Pigeon" series. These moves reflect a growing trend where media companies are doubling down on familiar brands to attract established audiences. Additionally, the third season of "The Ark" on Syfy highlights the company’s commitment to genre-based storytelling, which has seen significant demand in recent years.

In the unscripted space, Versant is taking a bold approach by exploring unique and non-traditional formats. "Everything on the Menu," which features WWE star Braun Strowman, is a notable example of the company's willingness to experiment with content. The true-crime genre also continues to thrive, with Oxygen and E! pushing forward with high-profile crime-related programming. Versant’s openness to AI-driven content, especially in reality formats, indicates that the company is not afraid to embrace new technologies and concepts to appeal to a modern, tech-savvy audience.

Furthermore, the company’s strategic acquisition of Free TV Networks and Indy Cinema Group aligns with its broader plan to diversify content distribution and expand its library. The introduction of Fandango at Home, an ad-supported streaming service, is a crucial part of this plan. With plans for original programming and the backing of linear networks to drive audiences, the service aims to position itself as a major player in the AVOD space.

As Versant moves beyond its previous ties with NBCUniversal, the company’s new direction offers greater flexibility for content development and faster adaptation to market trends. With a renewed focus on content variety, technology, and strategic partnerships, Versant is positioning itself as a formidable competitor in the next wave of streaming services.

Sources:

• Inside Versant’s Content Strategy: True-Crime, A.I., Recognizable Drama IP & More Reality Shows With Wrestlers