Renewals for Local Versions of Ridiculousness

MILAN: Localized versions of Ridiculousness have been renewed for second seasons on MTV in Spain, France, Italy, the Middle East, Africa, the Netherlands and Belgium.

The new seasons will be recorded in Madrid, where local hosts and guests will break down the most outrageous viral videos, stunts and epic fails. The shows are produced by Spanish company La Competencia Producciones and will air on MTV in their local European regions this spring. The formats follow the original U.S. version of MTV’s Ridiculousness, which is now in its ninth season. There are also two local versions across Latin America, one for Spanish-speaking countries and one for Brazil, which are both in their second seasons.

The renewals in Spain, France, Italy, the Middle East, Africa, the Netherlands and Belgium underscore Viacom International Media Networks’ “glocal” content strategy, which is comprised of a mix between international and local content.

“MTV has been increasingly able to find success with glocal productions in our markets,” said Raffaele Annecchino, the president of Viacom International Media Networks Southern and Western Europe, Middle East and Africa cluster. “We have great, globally recognized formats like the Shores franchise and Ridiculousness, and when we take that extra step to make local versions with hosts, guests and cast pulled from our regional markets, we’ve seen impressive ratings and audience engagement. Viewers get to see a fresh take on their favorite show presented by talent who bring familiarity and a sense of local ownership to the program. The second season of Ridiculousness is a testament to the fact that this glocal strategy is working and we look forward to continuing to drive this approach on MTV and across all our other brands.”