MTV Networks International Formats Break Into New Territories

MTV Networks International (MTVNI), owned by Viacom Inc (NYSE: VIA, VIA.B) has broken into new markets as it continues to ramp up its successful Formats business through new deals in Europe, Asia-Pacific and Africa. Hit reality shows from niche brands BET, VH1 and Spike will be adapted and localised for broadcast in both new and established territories and as varied as Australia, Italy, Nigeria and Norway. The news was announced ahead of MIP Formats by Caroline Beaton, Senior Vice President, International Programme Sales, MTV Networks International.

In Europe and Asia-Pacific, competition and transformational reality formats continue to prove to be a huge hit with production houses and broadcasters alike. Spike’s Pros v Joes, the reality competition where average Joes have the chance to compete against their sporting heroes, will be aired by Norwegian broadcaster TV2 and produced by local production house, Mediacircus. The format has also been optioned by Freehand Productions in Australia. Italy’s leading broadcaster Mediaset has signed for the VH1 reality re-vamp hit Bridal Bootcamp, in which brides-to-be enrol in a hardcore weight-loss bootcamp in order to slim into their dream wedding dress while at the same time, revolutionising their lifestyle and outlook on life.

Topical BET game show Pay It Off, in which contestants reveal how they fell into debt and then have the chance to wipe the slate clean by answering a series of pop culture-themed quiz questions, has been picked up by Nigerian brand management company Linam Concept, who will partner with a local sponsor to package the format.

“This recent raft of format deals perfectly demonstrates that our original content continues to go from strength to strength. We are extremely fortunate in having such a strong content pipeline, from iconic MTV shows to hip comedy and kids formats; whether it’s MTV, Comedy Central, Nickelodeon or another Viacom brand, what unites our formats is their outstanding track record,” commented Caroline Beaton. “Our latest format deals are across a wide range of markets, in keeping with the fact that our shows are culturally unlimiting and resonate with buyers and audiences all around the world.”

MTVNI will launch four new formats at MIP-TV in April, each bringing their own unique programming concept to the international formats stage. Slips, an original MTV UK home grown commission, is the ultimate street racing show in which two aspiring Lewis Hamiltons will bet their cars that they can beat each other around the track. Appealing to family audiences around the world, outrageous weekly dance competition, VH1’s Dance Cam Slam, is the perfect addition to any broadcaster’s talent competition slate. Anyone with a web cam, internet connection and a few cool moves can take part as contestants to compete for cash prizes from the privacy of their own homes.

I Used To Be Fat, leads the universal trend for life-enhancing, personal journey and transformational content. A formatted documentary series originally conceived by MTV’s News and Documentary team, the show empathetically and optimistically follows overweight teenagers as they try to reshape themselves and their lives in 100 days. Finally, building on MTV’s existing heritage of addictive dating formats such as Room Raiders and Singled Out, MTVNI now presents Moving In, a format in which parents hold the casting vote over two potential suitors for their kids after spending an eventful weekend with both potential partners living in the family home.