James Townley, the chief content officer of Banijay Entertainment, is spearheading the development of new non-scripted formats as the company seeks to expand its global footprint. With a portfolio that includes hit shows like Big Brother, Survivor, and MasterChef, Townley’s role involves not just maintaining these successes but also innovating and creating original content across Banijay’s 23 territories. Ahead of the annual MIP London event, he shared insights into the current state of unscripted television and the company’s future priorities.
On the agenda for Townley this week are discussions at MIP London, where he will participate in a panel titled “Disruption in Formats Acquisitions and Sales.” The week also features Banijay’s London TV Screenings, showcasing new shows including Football Island, a sport adventure reality format, and culinary competition 100 Knives.
Driving Innovation in a Risk-Averse Market
Townley acknowledges the challenges of a risk-averse market but remains optimistic about opportunities for co-development and partnerships. “We are working on the development and creation of big new shows to launch globally,” he explained. “We’re looking for what’s our next MasterChef, what’s our next Big Brother, our next Survivor.”
Banijay’s strategy includes leveraging its extensive network of around 130 production companies, each with its own identity. This creative community allows for a rich exchange of ideas and collaboration, essential for identifying and nurturing new intellectual properties. The company’s internal Creative Fund plays a crucial role in this process, enabling the acceleration of promising new concepts.
Townley highlighted that the crossover between sports and entertainment, termed “sportainment,” presents significant opportunities. The upcoming show Football Island is a prime example. Created in partnership with SimpelZodiak and Southfields for Videoland, the format features 13 Dutch ex-footballers navigating survival challenges while sharing personal stories from their careers. This approach aims to attract both football enthusiasts and family audiences alike.
Exploring New Formats and Trends
In addition to Football Island, Banijay is introducing several innovative formats. For instance, 100 Knives, produced by Mastiff Sweden, deviates from traditional cooking competitions by focusing on teamwork. Participants, referred to as brigades, work collaboratively, fostering camaraderie while still engaging in competitive cooking challenges.
Townley also pointed to the rising demand for comedy entertainment. Following the success of Amazon’s LOL, Banijay is developing hybrid formats that blend comedy with game show elements. One such project, Who’s Guilty?, involves comedians tackling fictional crimes, with a celebrity jury tasked with identifying the “guilty” party.
Banijay continues to prioritize originality in its productions. While drawing inspiration from successful formats like The Traitors, the company ensures that new shows possess their unique characteristics, maintaining freshness and viewer engagement.
The company is also focusing on expanding its collaborations with third-party partners, building on past successes like LEGO Masters. This strategy aims to enhance the overall quality of their offerings while exploring new avenues for growth.
The Future of Non-Scripted Television
As Townley prepares for the upcoming events, he reflects on the evolving landscape of non-scripted television. He believes that audiences are drawn to these shows for their escapism and nostalgia, especially in challenging times. “You have to keep formats fresh,” he noted, acknowledging the success of revivals like Fear Factor: House of Fear.
Looking ahead, Townley emphasized the importance of strong development processes. He pointed to the example of The Summit, a format that has successfully expanded to multiple territories after 18 months of rigorous development.
He also discussed the innovative use of artificial intelligence in Banijay’s productions. The upcoming format Staying Alive exemplifies how AI can enhance creativity, allowing modern artists to collaborate with legendary voices in a unique performance format.
In a competitive market, Townley and his team at Banijay are committed to exploring new ideas while building on their legacy of successful non-scripted shows. As they prepare for MIP London and beyond, the focus remains on crafting engaging content that resonates with audiences worldwide.
