Production Begins on Localized Versions of Ridiculousness

MILAN: Viacom International Media Networks South Europe, Middle East and Africa cluster (VIMN SEMEA) is producing five localized versions of the viral video show Ridiculousness that will air on MTV in Europe and Africa.

The five new versions of Ridiculousness, featuring viral videos, stunts and epic fails, as well as local hosts and guest stars, will be recorded in Spain and produced by Spanish company La Competencia Producciones. The local shows will start rolling out on MTV channels in Europe later this spring. They are set to air in Spain, France, Italy, Africa, and the Netherlands and Belgium.

Laura Abril, the senior VP of youth and music and kids’ and family brands at VIMN SEMEA, said: “Global content remains a key objective and driver of our business. By taking a well-known property like Ridiculousness, built on highly transferrable and digitally-friendly content, and adding hosts and guest stars who are well known in their home countries, we have the opportunity to personalize the same material for each country’s audience, leveraging our hosts’ existing fan bases to boost tune-in and taking advantage of the highly shareable nature of the content to engage our audiences in the multiplatform space as well.’’