Sony Pictures Television’s Kees Abrahams

The first Hollywood studio to embrace the model of producing content outside of the U.S., Sony Pictures Television (SPT) has built up a broad network of wholly owned and joint-venture production partners across the globe. Historically a leader in scripted formats based on its deep catalogue of dramas and comedies, SPT extended its library and its production expertise with its 2008 acquisition of the Dutch-based 2waytraffic. That deal brought a host of hit formats to the SPT catalogue, as well as the format experience of 2waytraffic’s CEO, Kees Abrahams, today the president of international production at SPT.

TV FORMATS: What are the greatest challenges you see going forward, and what are the greatest opportunities, in the format business?
ABRAHAMS: I feel that at this point there is more opportunity than there was a year ago, with the economic recovery slowly kicking in. You see an additional demand for daytime television rather than just the demand for prime-time signature shows. The budgets are slightly opening up again, which is good for game shows, good for shows like Dr. Oz and other talk magazine formats. You see more and more brands wanting to directly invest in television production, like P&G [Procter & Gamble] or Google. And then last but certainly not least, if you look at the digital world, there’s a raft of opportunity there.

Last year we had a lot of success with Who Wants to be a Millionaire? and Dragons’ Den in digital formats—iPhone apps, iPad apps, gaming, social networking. Off the air, there’s a lot you can do with your content that we’re only scratching the surface of at this minute.

Where the challenges are is we have increased competition, there’s a consolidation taking place in Europe of TV production companies, the usual suspects are continuing to hunt talent, like we do. As well as, we’re all competing for the same time slots. But I’m quite confident that, as we have a very good creative slate in both scripted and non-scripted and we have a nice balanced catalogue, and digital opportunities, we’re well positioned. I’m quite confident about the marketplace.

TV FORMATS: Your most recent partnership was in Brazil. Do you see opportunities in other territories for acquiring a company or setting up a joint venture?
ABRAHAMS: With Elisabetta Zenatti [we set up] SPT’s Floresta. We’re constantly on the lookout for additions to the international network of production companies. We’re also constantly looking out for people we can hire as employees, who can help us extend the catalogue and produce more shows. So, the answers is yes, yes, yes. All top-notch talent is most welcome in our business.

TV FORMATS: What criteria do you look for in a production company if you’re thinking about buying or partnering with them?
ABRAHAMS: There are three criteria that are absolutely key to us. We’re looking for local partners who can sell our shows to the local clients, the broadcast networks and the cable stations. Someone that has a good track record and has been in the business for a long period of time and has consistently sold original TV shows to local clients is someone we would eye. We would also eye that person or that company or joint-venture partner if they have a proven track record of creating new intellectual property rights. And then obviously, if we find that the creative slate of such an individual or such a company has the opportunity to travel to somewhere else, then we are even more keen. The third criterion is that we’re looking for people who produce high-quality shows. If we find those three elements together—and by the way, if we also see an opportunity to make some money!—then yes, we’d be looking for that person or company.

Click here for to read about Abraham’s views on flying producers, flexible formats and more.