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Original delights ==> asian formats
Even though international formats are still dominant in Asia, it’s the homegrown local formats created by Asian channels that are winning rave reviews across the industry.
1 September 2006
If 2005 was the year international formats ruled, then 2006 turns the tide in favor of local formats. Networks in Asia are realizing that homegrown formats can do as well as international ones, in some cases they even supercede them. Take, for instance, Korean Broadcasting Station’s (KBS) original format-show Ring! The Golden Bell that was not only a local success but even acquired by broadcasters from China and Vietnam. More interestingly, KBS claims that none of the international format programs tried out by channels in Korea have appealed as much to the local audience.
Other networks in Asia can vouch for the same kind of success that KBS has experienced. Networks in almost every Asian country has been creating their own formats in an effort to woo audiences. NP Singh, Chief
Operating Officer of Sony Entertainment Television in India said, “It’s the start of something new. Creativity will find a new outlet and it’s only a matter of time that local producers will start designing popular formats that will be bought internationally.â€
Local formats in demand
That prompts us to ask why local formats are gaining popularity and pushing networks to develop their own formats. Knowledge of the local taste and audience demand may in some cases work to the advantage of networks such as Zee Networks.
Ashish Kaul, Senior Vice President of Zee Networks in India, said that his channel has met with promising results in producing local formats. He said, “We at Zee, believe in ideating and creating our own formats. Saregamapa, Antakshari and Business Baazigar are some of the renowned formats that we have. However, we avoid tried and tested formats, especially international formats.â€
Zee Networks’ views are echoed by other channels in Asia. Said an 8TV spokesperson, “Local formats are strong and we are always improving our original formats, from conceptual to execution. The Idol brand is strong worldwide, but the local versions in other countries, do better most times because fans and viewers are able to relate and interact with their local participants.†8TV, for example, recently launched a local format One in a Million, a singing talent search program in Malaysia.
Cosmopolitan markets such as Singapore are also witnessing the popularity of homegrown formats compared to international imports. Ho Soo Fung, Channel Vice-President, Network Programming and Promotions (Chinese Broadcast), MediaCorp TV, said, “By creating our own formats, we are better able cater to the needs and taste of our audience. A good localized version of an international format will appeal more to the local audience, just like our local drama serials, which always rate better than acquired serials.â€
Undoubtedly, MediaCorp’s proven track record with local formats such as Little Entrepreneur (Channel 8’s children program), Never Say Die (Channel 8), Star Idol (Channel 8), Project SuperStar (Channel U), Campus SuperStar (Channel U) and SuperBand (Channel U) is evidence of their intimate knowledge of viewers’ demands. Thus the acquisition of its successful reality format Project SuperStar by a network in Malaysia adds to their list of credits in formats. “The Malaysian grand fi nal held recently created great hype for them,†said Ho, illustrat ing the success of Asian formats in its own market.
It ’s clear tha t Asian formats are succeeding because of their relevance’ to the local audience. This is defi nitely pronounced in a market such as South Korea. Said Park Jung Ok, manager, KBS programming strategy team, “I guess no foreign format programs have yet been imported and shown to our audience, largely because we have hardly found any overseas formats that are relevant to our viewers. KBS on its part is attempting to develop its own format to fi t the tastes of the national audience.†Popular formats produced by KBS include Vitamin, Sponge, Happy Together–Friends, Round Table Plus and Your Best Recipe. KBS’ show Vitamin clinched the Best TV Entertainment Program Award at the 2005 Asian Broadcasting Union Prize. Its latest format is Your Best Recipe rolledout this March.
International formats in Asia
At the same time, despite the rave reception Asian formats have received, international formats still enjoy a strong appeal in Asia.
Ricky Ow, General Manager of SPE Networks-Asia AXN, Asia said, “The number of hours of format programming doubled in 2005 from 2004 and we will be doubling the hours from 2005 this year.†AXN has acquired format rights to produce the Asian version of shows like Mondo Magic Singapore, Who Dares Win India Special and The Amazing Race Asia.
India’s Sony Entertainment Television (SET) plans to cont inue buying international formats, owing to their popularity, a prime example of this being Fear Factor. Other branded formats include Indian Idol- Season 2 and Jassi Jaisi Koi Nahin and Ek Ladki Anjani Si which have been doing well.
In March this year, US reality series Project Runway was sold by Fremantle International Distribution to three Asian channels, Discovery Asia, TVB in Hong Kong and Jak TV in Indonesia. Project Runway gives talented, budding star fashion designers the opportunity of a lifetime – a chance to showcase their designs to the celebrity fashion community in New York and a feature fashion spread in Elle magazine.
Malaysia’s Media Prima Group has allocated a large chunk of its airtime to international branded formats. Its NTV7 plans to launch Fear Factor Malaysia – Season 2 while TV3 has been showing The Apprentice and a localized version of The Explorace. 8TV has also launched Project Superstar, in the Chinese language.
A spokesperson from Media Prima Group summed it all up. “Yes, format programming is on the rise, judging from the great response from successful past format-based shows like Who Wants to Be a Millionaire, Celebrity Squares and Family Feud. However, the cost and the direct contribution in terms of revenue and ratings didn’t add up, which led to the production and conceptualization of local formats.â€
