During the past few months, several formats from NBCUniversal International have stormed their way to Asian households and have been enjoying high ratings since their launch. For instance, Minute To Win It, originally developed by Friday TV (part of the Shine Group) and launched on NBC in 2010, has already been a success across six continents. The Vietnam adaptation—Minute To Win It Vietnam—the format’s fourth Asian version after successful local productions in Malaysia, India and South Korea, has seen its ratings increase since its launch in May 2012.
Another successful title, Dance Your A** Off China, based on the energetic weight-loss dance challenge Dance Your A** Off, recently completed its 12-episode run in China. Meanwhile, Hot Guys Who Cook, an offbeat cooking show that originally aired on Style in the United States, started airing in June across 20 Asian territories—the first international version of the format. The show features 18 guys from all around Asia showing off their cooking skills in an attempt to whet audience’s appetites.
In an interview with TV Asia Plus, Linfield Ng, Director, Format Sales Liaison for NBCUniversal International, discusses how their titles found success in Asia, especially China; the challenges in adapting formats for the Asian market; and some of the new titles that they are pushing out at MIPCOM.
Q: Describe your new role in Asia.
A: As Director, Format Sales Liaison for NBCUniversal International, my role is to help NBCUniversal build a format presence in Asia by exploring and developing business opportunities to exploit NBCUniversal’s format catalogue in the region.
Q: Could you describe some of your latest formats/ titles that have performed well?
A: Still Standing China has been rating higher than the timeslot’s average since its debut in March (from 36% to 200%). Dance Your A** Off China has performed better than the timeslot average and is regularly the No. 2 rated show in its timeslot; the finale ended with 35% higher than average ratings. Meanwhile, Minute To Win It Vietnam has increased its ratings since its debut in May on HTV7.
Q: Which Asian territories are you focusing on?
A: China, Indonesia, Korea, Vietnam, the Philippines and Thailand.
Q: What are some demands from broadcasters?
A: Most broadcasters are still looking for the next big budget primetime talent show or game show. Format genres that are appealing across many demographics, family-friendly and sponsor-friendly are sought after.
Q: What are your best-performing titles in China and why had these performed well?
A: Still Standing, because it is unique and entertaining from an edutainment point of view. It has a good concoction of fun, tension and unpredictability. It’s rare a game show performs well in China, and this show has proven otherwise with its ratings performing higher than the timeslot average since its debut. Jiangsu did a great job with their casting as well.
Q: What challenges are there to consider when selling in China/ rest of Asia?
A: Local regulations like money prize limitations, timeslot limitation, cultural sensitivity and IP regulation are all challenges. IP regulation has been especially difficult, as there are many local shows out there inspired by original content. Hence, one must have a defined Unique Selling Point. While credibility behind a format’s U.S. success is always a great push factor, the over-reliance on a U.S. success is challenging sometimes. Quick change in appetite is also a factor—it is usually quite rare for a format to last more than five seasons.
Q: What are your goals for MIPCOM, and what are some of the key titles being pushed by NBCU at MIPCOM?
A: This year, MIPCOM will serve as a platform to further expand and introduce our brand and catalogue to current and new clients, and to remind all the clients we have a good and varied catalogue of formats. Key titles to push include Still Standing, Dance Your A** Off, Ready For Love, Baggage, Stars Earn Stripes, and Top Chef.
