Jeff Kmiotek, Michael Zinman and Andrew Watnick have been in unscripted TV manufacturing for many years.
Kmiotek grew to become a producer after working in a wide range of unscripted codecs together with recreation and cooking reveals and garnered an Emmy nomination for his work on “The Masked Singer.” Zinman has a background in visible design and inventive producing and likewise obtained an Emmy nomination in 2014. Watnick obtained his begin in casting earlier than shifting to improvement and finally producing on reveals like “The Masked Singer” and “The Amazing Race.”
However a September 2024 encounter in Las Vegas led the three to tackle a unique form of gamble than the town is thought for: to interrupt away from their careers in conventional TV and use their cumulative media manufacturing information to create their very own manufacturing firm for on-line content material.
The three noticed a altering tide in unscripted TV manufacturing over the previous couple of years. “Budgets are getting slashed, costs are getting slashed, and schedules are getting slashed,” Kmiotek stated.
In the meantime, on-line platforms like YouTube have skilled an accelerated rise in reputation. “I’d watch YouTube and there’s such amazing content,” Kmiotek added. “They don’t have to go through the process that we had to go through on network TV with all the different cooks in the kitchen and executives and notes.”
Andrew Watnick, left, Jeff Kmiotek and Michael Zinman labored in conventional TV earlier than founding Elixir.
(Christina Home / Los Angeles Occasions)
YouTube is experiencing an enormous development in income for creators who put up movies on the platform. A latest advert income forecast by WPP Media discovered that on-line creator-driven income is up 20% from 2024 and is anticipated to double subsequent yr, whereas TV income is anticipated to extend by only one%. YouTube additionally reached a 44.8% viewership share in Could 2025, in line with Nielsen, passing the figures for cable and broadcast TV for the primary time.
YouTube gives a profitable profit not obtainable to those that work in community TV: the flexibility to personal the rights to their very own reveals and train full inventive management. “Working a hundred hours a week for a television show … you could be up at 3 in the morning and you’re doing this for someone else. But when you’re doing it for yourself, there’s no bitterness,” Kmiotek stated.
Zinman owned an current manufacturing studio in Downtown L.A., which was designed to do movement seize and digital manufacturing for TV. That established house — dubbed Lulu Studios — grew to become the house of Elixir, the trio’s manufacturing firm. They funded the enterprise with their very own cash, and Kmiotek stop his job as a TV producer to run the corporate full-time. Three weeks after that preliminary assembly in Vegas, the crew was capturing its first reveals.
Elixir enters a booming house within the YouTube market: on-line courting reveals. Corporations like Jubilee, nectar and Lower have constructed followings within the tens of thousands and thousands throughout social media platforms with their unscripted content material. Episodes simply attain view counts within the thousands and thousands, typically surpassing the Nielsen scores for latest seasons of “The Bachelor.” And in January, the favored YouTube present “Pop the Balloon” was even parodied on “Saturday Night Live.” Whereas scripted reveals usually require massive budgets made doable by main leisure corporations, unscripted content material may be filmed with pared-down sources and simply posted on-line.
The Elixir crew noticed a spot on this rising market that their experience in TV manufacturing might fill. “Most of those shows are [filmed against] white stark backgrounds… But as a way to differentiate we said OK, what if we do those fun simple concepts… But we’re giving it a better aesthetic,” Kmiotek stated.
Lulu Studios in Los Angeles is photographed on Wednesday, July 16, 2025.
(Christina Home / Los Angeles Occasions)
That aesthetic shift is towards creating eye-catching visuals for his or her reveals, whether or not that be romantic digital backdrops for his or her present “Red Flag, Green Flag” or constructing a large desk for contestants to stay their heads by way of for “Date on a Plate.” The corporate’s objective: leaning into the bizarre and foolish to create attention-grabbing content material with a singular visible fashion to set them other than rivals.
On the coronary heart of Elixir’s objective is making reveals which have a singular look. Their marquee collection is “Date on a Plate,” an concept that Watnick says comes from his pitch for a TV present that by no means made it to air. The visible of a dinner cart being wheeled out with three heads below cloches was reworked into a web-based courting present the place contestants can solely see one another’s heads and compete in challenges.
Not like most YouTube reveals, “Date on a Plate” has embraced conventional media alongside on-line promotion. The trailer for the present premiered on “Access Hollywood” and the crew went on the present and had host Mario Lopez check out the idea.
Comic Nicky Paris is the host of Elixr’s flagship present “Date on a Plate”
(Andrew Max Levy)
“Date on a Plate” — and plenty of of Elixir’s reveals — are additionally differentiated from most YouTube choices by having skilled hosts. For “Date on a Plate” they’ve Nicky Paris, a longtime slapstick comedian and TV host. “I prefer produced things,” Paris stated. “Anyone could hold a phone and [film], but in some ways I still enjoy the fantasy of when things are packaged and polished.”
Elixir has a core crew of roughly six folks with extra crew members who are available for shoot days when the crew movies anyplace from two to seven episodes of a present. The corporate then slowly releases the episodes it movies over the course of a number of months.
“Everybody wants to pivot to digital, but no one knows how to, and we’re in [a] sense learning as well,” Zinman stated. So the crew is counting on suggestions from Gen Z colleagues and studying the nuances of rising an viewers on YouTube, like the important thing to a terrific video title or thumbnail that may make or break a video’s success.
Jeff Kmiotek, founding member of the Elixir channel, is photographed at Lulu Studios in Los Angeles on Wednesday, July 16, 2025.
(Christina Home / Los Angeles Occasions)
“We’re at the mercy of YouTube getting us in the algorithm and you never know what can happen on these sites,” Kmiotek stated. “Our shows are developed in a way they can have life outside of social media platforms.”
One other main motivating issue for the creation of Elixir was the present slowdown of movie and TV productions in Los Angeles. The subject has been the topic of heavy protection within the wake of the latest fires that exacerbated the necessity for the town’s manufacturing staff to search out secure jobs. “In Los Angeles right now, the past three [or] four years, the landscape has certainly changed in television if you’re anybody from a carpenter that’s on a stage versus a showrunner. Work is leaving,” Zinman stated.
A significant supply of the decline is in unscripted productions, that are shifting to different states and nations with extra profitable tax incentives since California’s movie and TV tax credit score doesn’t at the moment apply to unscripted TV. To assist fight the decline, Tv Metropolis has began an initiative to accomplice with on-line content material creators to make use of the town’s soundstages, that are at the moment experiencing document emptiness charges.
Elixir can be searching for to place extra manufacturing personnel to work in Los Angeles. The corporate’s crew and studio house may be contracted by different on-line content material creators. “If someone with a platform or with the following wants to do a show and they don’t have a studio, come do it [here,]” Kmiotek stated. “Show up and we’ll make your show and then we can work together to get it out there… [I can] make a bespoke show about you that looks really high-end with a professional crew.”
The trio’s backgrounds in conventional TV manufacturing give them a stage of legitimacy to start out forging relationships with influencers and increasing the corporate’s mission. However they can take the teachings solid in community TV and apply it to a extra targeted group of tasks. “There being a company like Elixir, [creators’ ideas] could really become the sole focus and become a priority to get it off the ground at the beginning, which is kind of exciting [to be] building something from the ground up,” Paris stated.
Michael Zinman, founding member of the Elixir channel, is photographed at Lulu Studios in Los Angeles on Wednesday, July 16, 2025.
(Christina Home / Los Angeles Occasions)
“We’re not necessarily making YouTube videos, we’re making shows for YouTube,” is how Kmiotek described the crew’s method to the corporate.
Zinman stated that they produce their YouTube movies with the identical stage of ability and scope that they used to provide community TV. However with out community TV manufacturing budgets, the crew is extra resourceful with how they spend their cash for the self-funded enterprise. They’re selecting to spend money on the bodily house, high quality props and craftspeople so Elixir’s reveals have a professional-looking high quality.
“Part of our TV background helps because we were able to literally get the prop team from ‘The Masked Singer’ to build the table [for ‘Date on a Plate’] for us,” Kmiotek stated.
The Elixir crew is part of a significant shift in leisure away from conventional mega companies and towards a media panorama fueled by people and small groups creating their very own content material. And from conversations with former community TV colleagues, they aren’t alone in noticing the developments. “High-ranking executives are calling us to say ‘Hey, my contract is up this year, can I come do what you’re doing?’” Kmiotek stated.
“There were network executives leaving the network eight years ago to go to YouTube and you’d be like ‘Huh?’ Now you’re like, these are the smartest people in the world,” Zinman added.
Andrew Watnick, founding member of the Elixir channel, is photographed at Lulu Studios in Los Angeles on Wednesday, July 16, 2025.
(Christina Home / Los Angeles Occasions)
Elixir has the identical objective as any profitable media firm: to have the ability to innovate. The crew is growing a stay model of “Date on a Plate” that they’ll tour, at a time when excursions led by on-line content material creators and podcasters have bought out main efficiency venues. In addition they are increasing past simply courting reveals and hope to create extra content material centered round comedy and recreation reveals.
Elixir is getting into a market that has already proved its worth. The beginning-up took the temperature of the media panorama and noticed that on-line content material creation is the place audiences and advertisers are shifting towards. The strain is now on conventional TV and media corporations to both adapt or face even sharper income and viewership losses.
“There’s still a lot of network executives that probably think YouTube’s a fad … the numbers are coming out and the data is showing that it’s not true, so they’re gonna have to catch up,” Kmiotek stated. “It’s not going away.”
