Amazon is investing in Fable, a new tech start-up that wants to change how we watch and create TV shows. Fable has launched Showrunner, a tool that lets anyone make animated TV episodes using just a few words.
Described as the “Netflix of AI”, Showrunner allows users to create new stories, characters, and scenes, either from scratch or based on other users’ creations. People can even put themselves into shows using photos.
The tool is free for now, but Fable plans to charge $10–$20 per month later for more advanced features. Viewers will still be able to watch content for free and share it on platforms like YouTube.
Fable’s CEO Edward Saatchi says the goal is to make entertainment more interactive. Instead of just watching, people can now become creators. “Our relationship with TV will change,” Saatchi said. “Soon, audiences can make their own episodes and even be in them.”
Showrunner is powered by Fable’s AI model, SHOW-2, which can create short, animated episodes. It launched with two original shows:
- Exit Valley, a comedy that pokes fun at tech leaders like Elon Musk and Sam Altman
- Everything Is Fine, about a couple lost in a strange world after a fight at Ikea
While some worry AI can’t yet handle long, complex stories like Game of Thrones, Saatchi believes it’s perfect for short, fun shows like sitcoms or animated adventures.
Fable is also talking with companies like Disney about using their characters and story worlds in future episodes. The company promises it has built-in safety features to avoid copyright problems and offensive content.
Fable, based in San Francisco with just 15 employees, hopes Showrunner will spark a new era of creative TV — one where anyone can be a showrunner.
