BBC Studios’ Rose Hughes on the Advantages of Offering Formats

From Dancing with the Stars and The Great Bake Off to the more recent Ghosts, BBC Studios has been offering international buyers extremely popular formats, with several new ones recently announced. As Rose Hughes, the senior VP of format sales, explains, formats, whether scripted or unscripted, offer buyers proven successes that can be adapted to their audiences. Her teams also provide extensive editorial and production support to local broadcasters.

TV FORMATS: In a market challenged by fragmented viewership and declining ad revenues, what advantages does a format represent to buyers?
HUGHES: Formats offer something invaluable in today’s unpredictable landscape: security and scale. When you look at the phenomenal success of Dancing with the Stars in the U.S. on ABC and Disney+, it’s clear why buyers lean into formats. They come with global expertise, brand recognition and a set of tried-and-tested beats that reduce risk. Every broadcaster is facing the same challenges, and formats provide a roadmap through those pain points.

Nation’s Dumbest in Sweden is another recent example. It’s the third international launch of the brand and has delivered 60 percent viewership on VOD while winning its slot every night. TV4 Sweden could draw on the marketing and social strategies perfected by TV2 Norway, while still tailoring the show to Swedish tastes. That’s the beauty of formats: they combine proven success with local creativity, offering buyers confidence, efficiency and adaptability.

TV FORMATS: What demand is there for unscripted formats right now? How has BBC Studios been satisfying demand, not only with existing shows but also with new ones?
HUGHES: Unscripted demand is as strong as ever, and we’re proud to see BBC Studios brands continuing to deliver huge audiences worldwide. Shows like Dancing with the Stars, The Great Bake Off and The 1% Club tick all the boxes for broadcasters: feel-good, broad, family entertainment that works brilliantly on social media and attracts commercial partners. Fan voting hit a new high in the current series of Dancing with the Stars, with 55.4 million votes for the recent 20th anniversary special, demonstrating the connection it has with audiences.

But it’s not just about the big names. BBC Studios has a diverse catalog that meets a wide range of needs, from heartfelt formats like Our Dementia Choir and Inside Our Autistic Minds to cost-effective, high-play-along concepts like The Inner Circle and Moneybags and even dating reality with The Honesty Box. The key is agility. We pride ourselves on being nimble and responsive to trends, ensuring we can deliver the right show for the right partner at the right time.

TV FORMATS: While commissions of scripted series have slowed for various reasons, what demand is there for scripted formats? How has BBC Studios been satisfying demand?
HUGHES: Scripted formats are thriving because they offer broadcasters a way to localize proven stories while showcasing homegrown talent. Comedy formats are notoriously tricky to adapt, yet Ghosts has broken that mold, now in its sixth international version with Greece and Australia recently joining the family. We’re also excited about The Office launching in Mexico on Prime Video and in South Africa next year.

Scripted formats give channels a head start: a preexisting world and storylines that can be tailored to local tastes. BBC Studios’ catalog spans everything from acclaimed thrillers like Unforgotten and Criminal Justice to family dramas such as The Split and Smother, and feel-good comedies like Extras. It’s a rich resource for partners looking to create their next must-watch scripted hit.

TV FORMATS: With linear viewing generally declining, what strengths does a game show or quiz show offer a broadcaster or channel?
HUGHES: Game shows remain one of the most resilient genres in television. They attract loyal audiences, create appointment viewing and offer incredible opportunities beyond the screen—from apps and board games to live events. They’re also inherently social, sparking conversation and play-along engagement.

The 1% Club is a fantastic example: its Spanish version launched to triumphant ratings for season two on Antena 3—the highest in the show’s history in Spain. In the U.S. on FOX, season two of the show grew its audience by 34 percent to hit a show high in its finale. These successes highlight that fans are engaged during the brand airing. The beauty of game shows is that they can promote audience engagement long after the credits roll. We have numerous examples of this with The 1% Club, including a best-selling The 1% Club book, an app and a board game. We have more exciting commercial partnerships to announce shortly, too. In a fragmented market, the kind of stickiness and audience engagement built into supporting The 1% Club is gold.

TV FORMATS: Would you give some examples of the types of support BBC Studios provides broadcasters or production companies after the sale of a format?
HUGHES: For us, selling a format is just the beginning of the relationship. We’re deeply committed to helping partners make the best possible version of a show for their audience. That means dedicated commercial teams to craft brand partnerships and live-event strategies, and flying producers who provide hands-on and remote support for everything from editorial decisions to production challenges. We host Creative Exchanges for our biggest brands where ideas and challenges are shared across our networks.

Our teams know these brands inside out and care passionately about their success. We work closely with partners to ensure each adaptation stays true to the essence of the format while feeling fresh and local. It’s a collaborative process, and we take pride in being there every step of the way.