Broadcasters Hijack Influencer Virality

Legacy broadcasters are launching branded formats (here, a UK SNL) that recruit platform‑native comedians and use social‑media viral strategies to re‑centralize scattered attention. This hybrid tactic treats influencer followings and shareable clips as the engine of a TV show’s cultural relevance rather than traditional promotion or appointment viewing. — If broadcasters succeed, national cultural rhythms (who defines Saturday‑night conversation) will be shaped less by domestic comics circuits or linear schedules and more by platform virality and transatlantic format exporting.