Banijay Entertainment’s chief content officer, James Townley, is spearheading efforts to expand the company’s impressive portfolio of unscripted television formats. With hits like Big Brother, Survivor, and MasterChef under its belt, Banijay aims to identify the next breakthrough show amid a challenging market landscape. As part of his role, Townley oversees the development of new intellectual properties and format acquisitions across the company’s 23 territories.
Townley’s expertise spans years in the industry, having previously worked as the global head of Creative Networks at Endemol Shine Group. He now co-leads Banijay’s unscripted unit, Creative Networks, where he champions a robust pipeline of new formats with international appeal. His responsibilities include managing the group-level investment in non-scripted content through the company’s Creative Fund.
With a busy week ahead that includes participation in the upcoming MIP London panel titled “Disruption in Formats Acquisitions and Sales” and the London TV Screenings, Townley discussed the current state of unscripted content and the potential for new cross-collaboration efforts within the company.
Exploring Opportunities in a Risk-Averse Market
In an industry often characterized as risk-averse, Townley sees opportunities for innovative content creation. He remarks, “We’re still working in a very risk-averse market. So we are working on the development and creation of big new shows to launch globally.” The focus is on identifying the next major hit, akin to their flagship programs, to enhance the company’s established catalog.
Townley emphasized the importance of collaboration, stating, “We’re able to do co-development, partnerships, and these have been really, really successful.” He highlighted the internal Creative Fund as a means to “supercharge” new ideas, enabling rapid development and potential global launches.
Banijay is also capitalizing on the intersection of sports and entertainment, referred to as “sportainment.” Townley shared details about a new show, Football Island, debuting in the Netherlands. This format features 13 former Dutch footballers on a survival-themed island, merging storytelling with the competitive spirit of reality television.
Innovative Formats on the Horizon
Banijay is actively working on several new formats that promise to capture audience interest. One such project is 100 Knives, a culinary competition that shifts the focus from individual contestants to teams, referred to as “brigades.” Townley appreciates the camaraderie and teamwork inherent in the format, which aims to foster a supportive environment among participants.
In addition to culinary competition, comedy entertainment is gaining traction. The company is set to introduce a new show titled Who’s Guilty?, which combines elements of stand-up comedy with a whodunit theme, featuring comedians attempting to uncover a “guilty” party among them.
He also noted the success of quiz formats, mentioning a new show called How Old Is Your Brain? This interactive quiz allows audiences to engage with the content at home, blending entertainment with educational elements.
The Creative Fund serves as a vital resource for nurturing innovative concepts. Townley explained that the fund supports initiatives across six chosen genres, including romantic reality and talent shows. Each non-scripted label at Banijay is encouraged to submit big ideas, with winners receiving funding to develop their concepts further.
Townley acknowledged the evolving role of artificial intelligence in the industry. He noted that AI is now integral to both the creative process and production workflow, citing the example of Staying Alive, a groundbreaking music entertainment format that allows contemporary artists to collaborate with legendary performers.
As Banijay prepares for key events like the London TV Screenings, Townley remains optimistic about the future of unscripted television. He stresses the need for fresh and engaging content that resonates with audiences, particularly in a world where escapism and nostalgia are increasingly sought after.
With a commitment to innovation and collaboration, Banijay aims to not only maintain its status as a leader in the industry but also to redefine the landscape of reality television for years to come.
