ITV Studios has notched up a slew of deals on the detective comedy-drama Ludwig that will see it airing in 85 international markets, and separately, the company struck a deal with VICE Studios to serve as its distribution partner.
Produced by Big Talk Studios, part of ITV Studios, in association with That Mitchell & Webb Company, Ludwig was the BBC’s biggest new scripted show of 2024. It attracted over 9.5 million viewers (28-day figure), making it the largest scripted show since 2022 and the biggest launch for a comedy since at least 2018. The series has been commissioned for a second season.
Seasons one and two of Ludwig are a BritBox co-production for the U.S. and Canada, where season one will premiere on March 20. Both seasons have also been picked up by ZDF in Germany, which comes on board as a new co-production partner. Both seasons have also been acquired by Télé-Québec for French Canada, Telefónica in Spain, Warner Bros. Discovery’s free-to-air channel Giallo in Italy, SVT in Sweden, DR in Denmark, YLE in Finland, NRK in Norway, RÚV in Iceland and BBC Poland.
Season one is headed to NPO Netherlands, VRT Belgium, Prima Group in the Czech Republic, Telia Lithuania and Telia Estonia, RTL Hungary and Pickbox in Croatia, Bulgaria, Slovenia, Bosnia, Serbia, Macedonia and Montenegro, as well as Zoomer Media in a second-window deal for English-speaking Canada.
In the Asia-Pacific region, Ludwig makes its way to Seven Network in Australia, TVNZ in New Zealand, Pumpkin in China, Now TV in Hong Kong, NHK (Japan Broadcasting Corporation) in Japan and BBC India, Malaysia, Singapore and Taiwan. Meanwhile, BBC First scooped up the show in a pan-regional deal for Africa.
Tom Clark, executive VP of global sales and commercial strategy for global partnerships at ITV Studios, said, “Ludwig is simply in a league of its own. Having broken records for BBC, it has captured the hearts of British viewers, and we can’t wait to see what success lies in store for our international partners.”
Separately, VICE Studios, the studio arm of the VICE Media portfolio business, has tapped ITV Studios as its exclusive global distribution partner. The deal will see ITV Studios add nearly 2,000 hours of VICE content to its 90,000+ hour catalog, as well as represent future projects in the VICE Studios’ pipeline.
As the exclusive distributor of VICE’s library, ITV Studios adds a large catalog of popular scripted and non-scripted content, including docu-style investigative shows, to its portfolio. The VICE content includes the Dark Side of the Ring franchise, United Gangs of America and VICE on HBO. ITV Studios’ recently launched label Zoo 55 will be instrumental in exploiting VICE’s catalog and brands in both the digital space and FAST channels across social media as well as connected TV platforms.
The partnership also includes future VICE Studios-produced content, such as the new scripted series from VICE’s U.K. production hub, producer of Gangs of London.
Jamie Hall, co-president of VICE Studios, said, “We have been looking for a distribution partner that matches our creative ambition to work with us across our diverse and dynamic slate. With their flexible, creative deal-making, digital-first thinking and scale, the exceptional team at ITV Studios, led by Ruth Berry, will ensure our programs gain greater global exposure.”
Ruth Berry, president of global partnerships and Zoo 55, said, “Adding VICE’s unique catalog to our distribution portfolio and managing their brands in digital exploitation and FAST channels represents an exciting and rare opportunity to strengthen both our content pipeline and digital footprint. I am hugely excited about the opportunities for both parties and am looking forward to working closely with the VICE Studios’ team.”
