‘No one knows anything’ is an expression bandied around wildly by film industry executives. It is almost the gauge of your film credibility if you know how to work it into a sentence. And in the past five years, the overuse of that expression hit peak. The reason, SVOD platforms. They were supposed to disrupt the film industry, render the traditional models obsolete because technology was king. SVOD platforms with the help of algorithms were simply going to find and take audiences from everyone. They still have not. But what SVOD platforms are routinely doing are hiring staff from the traditional platforms that they supposedly know better than. With the best algorithms in the world, Apple still felt a need for Jay Hunt. Netflix with all that supposedly powerful data still need Disney’s Tendo Nagenda, Ava Duvernay Kenya Barris, Shonda Rhimes and Genevieve Nnaji etcetera etcetera. Because ultimately, algorithm or no algorithm, they all realise that content is still king. Algorithms might tell you who is likely to watch but first you need something audiences want to watch. Yes algorithms gave us Kevin Spacey in House Of Cards and look how that turned out when human knowledge intervened.