Live Is Its
Own Discipline.

Live audiences have extremely good instincts for when someone is reading a script. The activations that land are the ones built around what the creator would plausibly be doing anyway.

• Format design. Playthrough, challenge run, first-look, co-stream, giveaway. The format should suit the product and the creator's usual output, not just the budget.
• Pacing and integration points. Where the mentions land across a three-hour block, and how many is too many. There is a number, and going past it costs you goodwill.
• Chat management. Chat is part of the broadcast. Pre-briefed moderators, prepared responses, and a plan for the questions that will get asked.
• Disclosure. Verbal disclosure plus persistent on-screen and title-level labelling, per FTC guidance. Built into the brief, not left to memory.
• Contingency. Build fails, server dies, the creator gets sick. Makegood terms agreed before it happens rather than negotiated after.
• Clip rights. Negotiated up front so you can legally reuse the good moments in your own channels afterward.