The company is offering a new kind of streaming service that offers 10-minute installments — or "quibis," short for "quick bites" — of programming made only for smartphones.
Competitors like Netflix have leaned into user-generated content that boosts its shows' popularity, even using the memes to promote its original programming on the brand's social media.
"There were a lot of cool creative ideas we spoke about in preparation. Once you got into the real world, it just becomes more difficult. Things went out window."
Quibi doesn't need to reinvent the wheel when it comes to programming, but it does need shows that resonate with the millennial audience it chose to pursue.
Quibi production partners said Katzenberg weighs in on elements from casting to set design, and his eye for detail has rubbed off on his content team, who tend to give many more notes than Netflix and other digital-first platforms.
Business Insider spoke with 10 people who had developed or worked on shows for Quibi to learn how the mobile-video startup approaches productions.
"I genuinely thought it would do better," one insider said. "I'm not using it as much as I thought I would."