Case Study: SPT’s Plain Jane

MTV Networks International recently picked up the reality makeover series Plain Jane from Sony Pictures Television’s (SPT) 2waytraffic, to produce an English-language version that will debut across its international channels this fall. The company also secured the multi-territory broadcast rights in the U.K., Europe, Asia and Australia for the original series of Plain Jane, produced in the U.S. for The CW by SPT.

Each episode of Plain Jane follows an average woman who gets the chance to transform herself from a wallflower to confident beauty, while preparing for a date with a man of her dreams. A celebrity hostess mentors this "Plain Jane" to look her sexiest, confront her fears and become more outgoing.

In the U.S., Plain Jane was The CW’s highest-rated new unscripted series of the 2009-10 season among teens, increasing its performance each week. The original six-episode series features a new "Jane" in each hour-long installment, with British fashion expert Louise Roe helping with the head-to-toe style makeover. Roe will also be center stage in the newly commissioned MTV version, which will have eight episodes produced across major international cities such as London, New York, Paris and Rome.

The original has also sold to Sony’s channels in Latin America. The format has also been sold in French-speaking Canada to an upcoming specialty channel temporarily named TVA Mode, which has commissioned 16 episodes under the title Le Tresor en Moi, which will launch in May. In Ukraine, TET, 1+1’s young female-skewing channel, has just commissioned 12 episodes to launch this fall.

With U.S. and U.K. deals already in the bag, Kees Abrahams, president of international production at SPT, says, "it would be natural for it to now grow to include Europe and Australia and other markets."

As for where else the show could be placed, Abrahams points to "younger-skewing channels that appeal to women." He adds, "It’s definitely a prime-time or late-night program."