All3Media International’s Nick Smith Talks Format Trends

The Traitors’ win at the Primetime Emmys this month for outstanding reality competition—it claimed the award last year, too—adds another accolade to what has been a stunning run for the strategic reality format represented by All3Media International. Nick Smith, executive VP for formats and licensing, talks to TV Formats about the property’s impact on the market, trends to watch out for and the evolving role of AI.

TV FORMATS: What’s your broad overview of the health of the non-scripted formats business right now? Are budgetary concerns making formats a better option for broadcasters and platforms today?
SMITH: Producing a first season is always more expensive, so adapting a format with proven success can greatly benefit buyers, providing a more economical and efficient route to bring a format to screen. Buyers can use learnings from previous adaptations, which can also prove helpful when budgets are under severe pressure. With that in mind, formats provide buyers with comfort, as they know what they are getting and that it has worked with audiences before.

TV FORMATS: Are there trends you’re seeing in what buyers are looking for?
SMITH: Since the breakout success of The Traitors, there has been a boom in what I like to call “intelligent reality.” This encompasses reality shows that have a strategic element. They’re not about arguments and hook-ups but about playing a game. Audiences love the immersive element of the game, so these shows, such as The Traitors, have evolved to be part of our “water-cooler conversations,” with audiences openly discussing players’ strategies, methods and motivations with friends and colleagues. While it’s flattering to see a boom in “intelligent reality,” I expect we’ll see fewer shows that are obviously inspired by The Traitors. I’m confident the next big hit will not be similar to The Traitors, although it could be another “intelligent reality” show.

TV FORMATS: What sorts of brand extensions are you pursuing for some of your key properties?
SMITH: Our licensing division has grown exponentially over the last few years, and exploiting our brands off-screen is more important than ever. In previous years, the majority of our exploitation was books and board games. We are now working in an ever-growing number of categories, particularly when it comes to location-based and live experiences. We have a number of exciting projects to be announced in due course, with recent highlights this year including the opening of The Traitors: Live Experience and Race Across the World: The Experience. Each of these has been hugely successful following their London launches, so we’re working on rollout strategies for both.

TV FORMATS: What’s your approach to franchise management and ensuring properties can continue to deliver?
SMITH: Our team of production consultants (flying producers) oversee all our format adaptations, traveling to work with each local producer. After launch, communication continues constantly each season, and from time to time, we bring all our licensees together to share best practices. We put a lot of resources into ensuring that an adaptation has the best chance of success and being on air for many years.

TV FORMATS: How do you see AI impacting the entertainment formats business in the year ahead?
SMITH: The Circle, which we are bringing as a format to MIPCOM for the first time, has used AI in its most recent season on Netflix. We see AI chatbot contestant Max, who had been trained on previous seasons of the show and created its own profile. In episode two, it is revealed that one player is AI and the contestants went about trying to discover the AI’s identity while trying to demonstrate their humanity. It was fascinating. With The Circle now available to buyers internationally, there is lots of interest from international buyers in the format, so I imagine we’ll see other versions with AI contestants. The Circle has a unique ability to incorporate this. I can’t wait to see what’s next for this format.