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Guinness World Records builds in-house content capacity with a dedicated production arm


By John Glenday, Reporter

October 17, 2022 | 3 min read

Karen Gilchrist and Kathryn Hubbard will head up GWR Studios.​

Guinness World Records

Kathryn Hubbard, head of content licensing, and Karen Gilchrist, vice-president of television

Guinness World Records (GWR) is investing heavily in content with the creation of a dedicated production arm to create, produce and deliver more in-house material.

Headed up by vice-president of television Karen Gilchrist and head of content licensing Kathryn Hubbard, GWR Studios will be a part of the TV and digital division with a remit to deliver factual and entertainment content for broadcast partners.

Straight out of the gate, GWR Studios will produce three new shows including a series of shorts documenting the people behind selected records; a best-of-the-best compilation of records and a ‘gone viral’ clip program showcasing feats of physical prowess.

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Gilchrist said: “GWR Studios will bring together the outstanding production, brand and talent expertise that sits within Guinness World Records to create content that celebrates the amazing achievements of our record holders worldwide. Behind each record attempt is a compelling and authentic story, and at GWR Studios we’re uniquely placed to tell these.”

GWR Studios will also funnel content to owned channels as part of a digital-first strategy that has seen the brand nurture a Facebook audience of 30 million and a further 20 million on TikTok.

Hubbard added: “Guinness World Records has captivated global audiences for nearly 70 years by documenting the incredible. As a brand, we celebrate the best of human endeavor and achievement, and this affords us fantastic opportunities to work with partners worldwide on every platform as we have the unique ability to appeal to all generations in every territory. Our content ranges from the downright bizarre to historic global moments, and that gives us a huge breadth of personalities to work with and stories to tell, connecting with audiences of every type all over the world.”

The content strategy seeks to foster branded content deals such as a recent tie-up with Diesel for a social campaign by helping brands make history.

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