Staying Faithful to The Traitors

One of the biggest breakouts in the format business of the last decade, The Traitors has made its way around the world, with successful versions in the U.K., the U.S. and France, among a host of other territories. The show was in development for around five years before it was commissioned. The creative team at IDTV believed in the format and continued to work on it until they secured a commission from RTL. After airing in the Netherlands, the format rolled out rather quickly across the globe. It’s now been commissioned in over 25 territories.

“In France, The Traitors became M6’s best-ever entertainment launch for the women-under-50 demographic,” says Nick Smith, executive VP of formats and licensing at All3Media International, which represents the format. “In the U.S., Peacock’s second season launched as the number one unscripted series across all streaming platforms. It has won numerous awards, including multiple BAFTAs and an Emmy, and we’ve seen it make a real impression in the ancillary space, with a board game, card game, book, dress-up line, apparel wear and an immersive experience.”

Smith says that while reality competition shows don’t generally sell well as finished tapes, multiple versions of The Traitors are selling widely as completed programs. “I’d say this is mainly due to The Traitors being much more than a typical reality competition show,” he explains. “I refer to it as intelligent reality. There are so many layers to the format, and it’s fascinating to see how the game plays out, even if it’s not in your language or featuring celebrities that you know. The rise of VOD has also helped, meaning broadcasters have more room to program the foreign versions, which help them build the brand.”

There are a number of reasons why The Traitors has broken through, according to Smith. For one, “it looks different. How many other formats feature people in cloaks walking around castles? It rips up the rulebook. We’ve been so used to reality show contestants being highly produced, and The Traitors is the opposite. The audience is ahead of the contestants by being in on the Traitors from the start. It also respects the audience’s intelligence.”

Smith says that formats, like The Traitors, that “feel fresh and capture the national conversation” are what’s working best in entertainment these days. “Audiences have more choice than ever before, so shows have to grab you, and you feel like you are missing out if you don’t watch.”

Another format from the All3Media International stable that’s seeing success in the current landscape is Cash Cab. “Some previously successful formats fall away as the world moves on; however, taxis, in this ride-hailing age, are more widespread than ever, and audiences continue to love quiz shows, so Cash Cab has continued to feel relevant and deliver excellent entertainment,” Smith says.

The format has the advantage that it is cost-effective and can be made in volume, which is particularly important now that the advertising market is challenging in many countries. Further, Cash Cab is also a fit for commercial integrations.

“It’s exciting to see how the format has been able to adapt and evolve,” Smith says. “This year, we saw the launch of a new version of the format, Cash Cab Music, which premiered on AXS TV, Anthem’s music programming channel in the U.S. Passengers’ music trivia is put to the test, and if they make it to their destination, they can double their winnings and sing for their money on Cash Cab Karaoke. It’s a fun new twist on the format that proves how adaptable it can be without losing its iconic entertainment value.”

Smith acknowledges that there have, in fact, been some big swings by broadcasters and platforms in recent years, “so I’m not one to complain about broadcasters being risk-averse. It’s our job to convince commissioners that our ideas are worth backing.”

He says that formats that offer a fresh take on familiar subjects are going to continue to prove popular, which is why he’s enthusiastic about The Underdog. “It flips the reality genre on its head by attempting to make a very unlikely reality show contestant win the show. It’s attracted a huge amount of interest, and audiences and buyers won’t be disappointed when they see the episodes; it’s hilarious and warm but also thought-provoking.”