Discovery’s Lifestyle-Centered Format Strategy

Elliot Wagner, senior VP of global program sales at Discovery, talks to TV Formats about how the acquisition of Scripps Networks Interactive is informing the company’s format strategy.

In 2018, Discovery acquired Scripps Networks Interactive, bolstering its format library across categories including food, home, science and auto. At this year’s MIPCOM, Discovery formally launched its new comprehensive format lineup, as it looks to have a larger impact in the space in the years ahead with its focus firmly set on lifestyle programming.

“In the absence of any real format strategy, we’ve been really opportunistic, up to this point,” says Elliot Wagner, senior VP of global program sales at Discovery. “We didn’t really have a real strategy to grow that business. It was very reactive.” With the acquisition of Scripps and its rich catalog of format IP teaming with lifestyle content, Discovery gained a larger footprint in the format business as well as the accompanying need for a plan for how to find the most success in the market.

As part of Discovery’s new format strategy, decisions have been made—and will continue needing to be made—in regard to which titles will find their homes on Discovery-owned networks and which will be sent elsewhere. “It’s always going to be an ongoing process of what do our networks internally want to reserve the rights to and do reversions of internationally for our own, wholly-owned networks,” says Wagner. “Our networks have identified a number of properties that they’re going to format and localize in other regions on our networks. And what’s left is what we’re going to be bringing out into the market.”

At present, Discovery’s lifestyle formats catalog is largely driven by food competition shows such as Guy’s Grocery Games, Beat Bobby Flay and Chopped, all of which, as Wagner points out, have heavily “format-able” elements. “I think the success of a lot of our programming is that the genres we’re programming in are universal,” says Wagner. “You talk about food; everybody, every culture, every region in the world enjoys good food and there are cooks and everybody eats every day. In most mature markets, there’s the rise of the celebrity chef. That’s a universal phenomenon. I think cooking competitions naturally lend themselves to travel. Instead of using particular ingredients in a U.S. version that are sensible to the U.S. market, maybe we create an Italian version that focuses on all of their natural ingredients or the Mediterranean diet. It lends itself to being adapted locally.”

And while cookery-lifestyle formats might be particularly in demand right now, also gaining traction for Discovery is Drag Me Down the Aisle, which sees drag queens surprise a “plain Jane” bride and transform her for her wedding day. “What we’re hearing from a number of territories, particularly in EMEA, is that that kind of edgy programming is what will set a show apart,” says Wagner. “It takes it out of the clutter. That’s a great example of one that we fully expect that we’ll be announcing some deals on.”

With its new format strategy, Discovery is aiming to develop programs around the world. Already having seen its formats land with success in France and Germany as well as Australia, the company hopes to begin developing formats in Latin America. “That’s a market that traditionally hasn’t been receptive to doing a lot of formats,” admits Wagner. “But we feel like if there’s the right financing model, there’s a way to get that done. One of the things that we would like to do with our formats is work with partners to create the formats for the local markets but then negotiate in some way for our own networks in the regions to get a second window on those shows.

“This is a way we might be able to break that market,” adds Wagner. “I think all it takes is one success to see if you can get a little bit of momentum.”

When it comes to the impact that streamers stand to make on the format industry, Wagner has a healthy amount of skepticism. “It depends on budgets. Is that sustainable?” he wonders. Though he believes in their ability to shake up the industry, the bottom line for the executive is that quality content is going to work and it’s going to find a home. “Good content rises to the top,” he says. “People will find it on whatever platform. I think there are a lot of emerging streaming platforms and digital products where they might have great product, but it’s about marketing. How are they acquiring subscribers and will it be found?”

Looking ahead, Wagner sees Discovery’s formats resonating with audiences around the world as they roll out over the course of the next year. “We are going to respect the original versions, and make sure we’re consulting with the original production companies and that the local versions are true and accurate representations and done well. If we do that, I think that they’ll work and we’ll see renewals coming in.

“And we’ll start to build trust in the buying community,” Wagner adds. “They’ll understand that when they come to us, not only will they be looking at good IP and how good the IP is for them to buy, but that we’re there to work with them throughout the process, connecting them to the original producers. And then in a consulting capacity, making sure we’re working together to make sure that everybody is happy with what the product that goes on air is.”

In addition to titles with a quirkier premise like Drag Me Down the Aisle, Discovery’s format slate boasts adventure and survival shows like Naked and Afraid, which has launched in France. And while the company is just as happy to discuss adaptations of those sorts of programs, one genre in particular is at the heart of Discovery’s format strategy for the time being.

Wagner says, “Right now it’s the right time for us to be shouting about lifestyle and taking advantage of all of this IP we acquired with the Scripps acquisition.”