The TV drama market is a fierce battleground, with broadcasters and streaming platforms vying for audiences and prestige. The game-changer? The 2013 Netflix sensation, House of Cards, which proved that streaming platforms could produce high-quality, award-winning dramas. But here's where it gets controversial: this shift has permanently disrupted the traditional viewing schedule, forcing broadcasters to adapt and compete for viewers in a fragmented content landscape.
In Ireland, public service broadcaster RTÉ is navigating this challenging environment. With approximately 74% of households now streaming video, how does RTÉ attract and retain audiences for its original drama content?
David Crean, Head of Drama at RTÉ, highlights the unique selling point (USP) of RTÉ's drama: showcasing the best of Irish writing, directing, and talent. In 2025, RTÉ announced an impressive slate of original drama, including Fair City, Hidden Assets, and These Sacred Vows. But the journey from script to screen is a complex puzzle, with budgets a key consideration.
Long-form series, like soaps, offer stable employment and loyal audiences, but shorter-form dramas can quickly become expensive. The development process typically takes years, involving multiple partners and a collaborative effort. Streamers, with their deep pockets, can fully finance projects and connect with a global audience. Broadcasters, on the other hand, rely on industry relationships and funding knowledge to bring projects to life.
The pressure on indigenous TV industries is mounting. Rising production costs, higher pay expectations, and fragmented audiences all pose challenges. Last year, Peter Kosminsky, director of Wolf Hall, highlighted these issues when he revealed the pay cuts he and the cast had to accept to secure a second series.
For producers like Rebecca O'Flanagan, Joint CEO of Treasure Entertainment, the process of bringing a project to screen is a collaborative financial and creative endeavor. She points to the importance of funding sources like Screen Ireland and the Coimisiún na Meán's Sound & Vision fund. RTÉ's approach to funding has evolved, now working closely with international partners to reach the level of investment required.
Ireland's Section 481 tax credit is a key financing tool, with payments under the scheme reaching a record €177 million in 2025, a 46% increase from 2024. Both domestic and international productions, like Netflix's Wednesday, have utilized this credit.
The collaborative nature of modern drama production is evident in the end credits, with multiple partners often backing a single series. RTÉ's Kin, for example, was supported by various entities, including BRON Studios and Nordic Entertainment Group.
For Treasure Entertainment, financing is a complex puzzle. Their recent comedy-drama, These Sacred Vows, began with a simple concept - an Irish wedding abroad - but the location choice was integral to the story and the budget. The production was filmed in Tenerife, with post-production in Ireland, utilizing various tax incentives.
Streamers fully finance and own projects outright, while broadcasters license content, allowing production companies to retain ownership and potentially sell internationally. Public broadcasters have a unique interest in culturally reflective stories, offering creative freedom and the potential for a longer lifespan.
Innovation is key for broadcasters like RTÉ. They're experimenting with release strategies, airing the first episode of These Sacred Vows on linear TV and then dropping the second episode exclusively on the RTE Player. Talent development is another crucial aspect, with initiatives like Virgin Media's Discovers scheme and TG4's Céim Eile and Tús schemes supporting emerging talent and Irish-language drama.
RTÉ's Storyland initiative, in partnership with Screen Ireland, has launched the careers of many Irish creatives. Sustainable public funding is essential for the future of TV drama, ensuring that public service media can invest in Irish stories that resonate globally.
For David Crean and Dermot Horan, long-standing industry relationships are key to their success. The intricate web of alliances and financial strategies is their secret sauce.
So, what's your take on the future of TV drama? Do you think broadcasters can compete with streaming platforms? Share your thoughts in the comments!
