Laura Burrell on Paramount Global Content Distribution’s Format Strategy

In January, the classic game show Hollywood Squares makes its return to U.S. screens with a brand-new version on CBS that features Drew Barrymore in the center square. Paramount Global Content Distribution has the format available for the international market, and it stands as but one example of how the company is doubling down on its most-loved franchises—while still keeping them fresh. Laura Burrell, VP of international formats at Paramount Global Content Distribution, talks to TV Formats Weekly about navigating the risk-averse climate and where there’s room for innovation in the industry.

TV FORMATS: What’s guiding the company’s format strategy?
BURRELL: This year, we have leaned into our established IP. Paramount is blessed with a fantastic, deep library of formats spanning all genres. At a time in the industry when commissioning budgets are tight, and there is pressure to break through in a crowded market, we have been able to offer our clients tried-and-tested shows with brand recognition. Formats such as Next Top Model, Hollywood Squares, Wheel of Fortune and Jeopardy! have all traveled to new territories in the past 12 months and been renewed in others. Our third-party licensing activity is carefully aligned with the local commissioning strategy of our channels and platforms, enabling us to maximize the impact and rollout of each format internationally.

TV FORMATS: What’s your take on the health and vitality of the unscripted entertainment landscape and the market for format remakes?
BURRELL: There are unique pressures in the industry right now. Tight budgets, declining linear viewership and consumer fatigue with the array of choices on offer are pressures all distributors and creators are faced with currently. The market for unscripted formats has remained remarkably resilient, though, and Paramount Global Content Distribution has been able to navigate the changes by utilizing its vast library of IP and doubling down on its most-loved franchises. We have been adept at reviving different formats via our domestic and international channels.

To cite two very different examples, CBS is reviving the classic game show Hollywood Squares in early 2025, featuring Drew Barrymore in the center square, while Paramount+ and MTV have brought back the reality format Dating Naked, hosted by Rylan Clark (streaming on Paramount+ from August 23). Both formats have a simple, timeless central concept that makes them easy to adapt for today’s audiences and will appeal to international buyers.

We have also focused on working with our partners to keep long-running formats fresh and relevant. For example, Germany’s [version of] Next Top Model reached its 19th season this year on ProSieben. Introducing a fresh take by opening the competition to boys and girls, the Heidi Klum-fronted show had two winners for the first time and remains as popular as ever with German audiences.

TV FORMATS: How risk-averse are broadcasters amid the challenging economic climate?
BURRELL: 2024 has been challenging for many broadcasters facing cuts to commissioning budgets and a continuing soft ad market. We are constantly working to support our licensees through these conditions, with a focus on longevity. Helping them to overcome obstacles and working hand-in-hand with them to keep our formats as fresh and relevant as ever is our top priority.

TV FORMATS: How is the company keeping its legacy formats fresh?
BURRELL: The company is super-focused on its core franchises. On MTV and Paramount+, the Jersey Shore and Ex on the Beach franchises continue to grow. The latest iteration of the latter is due to launch in France in 2025 after a nine-year absence. In the U.S., after 41 seasons hosting the iconic Wheel of Fortune, Pat Sajak has passed the reins to Ryan Seacrest. Paramount’s ability to attract the best talent in the business has been one of the ways that it has been able to keep its legacy formats fresh—Drew Barrymore headlining the Hollywood Squares revival being another great example. And at the young-skewing end, rising star Taylor Tomlinson has breathed fresh air into CBS’s late-night schedule in After Midnight.

TV FORMATS: How is the market for introducing brand-new concepts?
BURRELL: While linear broadcasters might be more likely to play it safe by renewing established hits, there has always been room for innovation in our industry. Now, it is about finding the right budget and space to do it in. One of our new launches in 2024 has been the comedy game show Out of Order. This Comedy Central UK original concept featured two teams of celebrities judging a very diverse group of studio regulars, ordering them by category with hilarious results. The series had a positive impact on broadening and diversifying the channel’s peak audience, posting significant increases in female viewership and viewers with a disability. The series was commissioned on a modest budget and did exactly what the channel wanted it to do. We are already seeing plenty of interest from international format buyers.

TV FORMATS: How is the streaming landscape impacting the formats market?
BURRELL: It is great to see local and global SVOD players embracing unscripted formats. While this might come with its own challenges for distributors in terms of rights, for example, overall, it is a welcome new avenue to explore and embrace. SVOD platforms are the most viable home for many youth-skewing formats now, and Paramount Global Content Distribution is uniquely positioned to exploit that with Paramount+ and third-party platforms worldwide.