Will ready-made reality TV format shows work in Asia?

Should media agencies get more involved with the distribution and sale of TV formats?

BF: It is absolutely our role to recommend, customise and buy into TV formats on behalf of our clients collaboratively, but we should leave the marketing of formats to the media owners.

VM: It is definitely a stretch, as it is not our core and takes us away from where we want to focus, which is on helping brands use entertainment assets as marketing vehicles. Asset acquisition is a different ball game and we would tend to avoid it, unless it's on the basis of a ready advertiser.

Are ready-made formats more attractive to advertisers?

BF: It is a case-by-case basis. For the braver clients (or more local market clients) an unbranded - or very market centric -- format can work, but ready-made formats do bring a brand with them and provenance, which mitigates risks for more cautious investors.

VM: Yes. The ready-made formats have worked across Asia. Adapting some of these formats by including local cultural nuances has worked exceeding well, rather than just implementing a 100 per cent replication. Shows like Idol, Got Talent and Big Brother have been doing very well.

Which brands and formats would work together?

BF: Ones that fit.

VM: I don't think formats are brand sensitive. With the diversity of reality shows that exist today, this is not a problem, That said, any association would make sense if the brand proposition and the show's content and message were complimentary.

Are there too many or too few reality TV format shows in Asia?

BF: The volume of content is growing incredibly fast - we're predicting the market to double in 2010 - but I don't think there are enough reality TV shows with substance in Asia. By this, I mean shows that leave a legacy, as opposed to those where contestants are put through humdrum challenges to win prizes, which are here today and gone tomorrow.

VM: It is too much, but as long as the audience's appetite is not declining it should work. These days we are seeing a lot of reality shows targeted at different audience segments like children or teens. Countries like India have a few hundred reality TV shows.

If there was a reality TV show on media agencies and the industry, what would the show be about?

BF: Come and see the concept that we're evaluating exclusively for Omnicom Media Group's clients right now.

VM: The show would be about a client brief to create a reality show for them with media agencies competing to devise the best one. In essence, a reality show that's aiming to find the best reality show.

Which programme would you most want to judge and what sort of persona would you adopt?

BF: One of my favourite shows is Dragon's Den, a venture capital reality show. The UK format is airing on BBC Entertainment, although it originated in Japan. It's hugely compelling viewing; entrepreneurs and inventors pitch their ideas to secure investment finance from business experts. If I was one of the Dragons I would like to be the voice of reason.

VM: I would rather be participating than judging, but if I had to judge then maybe The Apprentice. I'd probably end up like Simon Cowell in American Idol.

This article was originally published in the 17 June 2010 issue of Media.