UNDERKNOWN STUDIOS LAUNCHES

From C21: Creators of social media phenomenon What If launch TV arm in Cannes

The creators of What If are launching a TV arm of their company Underknown at Mipcom next week, with a slate led by the digital science show that has more than 65 million followers across social media. The Canadian digital-first media company will be making its TV production debut as Underknown Studios at the Cannes market.

Partnering with Carl Hall's UK sales house West One International, Underknown aims to bring a new generation of factual entertainment audiences to broadcasters and platforms via its digital franchises and brands.

At Mipcom, Underknown Studios will showcase its factual web series brands, which regularly add more than 400 million watch minutes each month, as reworked and reformatted TV shows as the company expands its online offering into longform programming.

The firm's programming slate is led by What If, which asks hypothetical questions that get audiences talking around the world. It is currently in production on 52 one-hour episodes of the show.

Underknown Studios is also creating original TV content, the first example being History in Living Colour (6x60'), in which visual historian Jordan Lloyd uncovers the fascinating unknown stories behind history's most incredible photographs. West One International will raise finance and distribute Underknown Studios' content globally. The development slate has been created by Connor Boals (formerly of CNN's Great Big Story) and Cameron Macdonald (previously of Frantic Films).

West One MD Hall is joining the Underknown Studios team as a consultant, as are TV industry veteran Ken MacDonald (ex-Discovery Canada) and Melissa Campbell (of Contentum).