Zodiak’s Format Trail

With Secret Millionaire now on air on ABC and season eight of So You Think You Can Dance headed to FOX this spring, Zodiak Rights has established a strong format business in the world’s biggest television market. Barnaby Shingleton, the company’s head of entertainment, tells TV Formats Weekly about his plans for mining, and expanding, the company’s catalogue around the world.

As the distribution division of a company that owns 45 production outfits in 17 markets, Zodiak Rights already has a deep well of formats to offer up to the international market. But, as Shingleton tells TV Formats Weekly, Zodiak Rights is eager to expand its portfolio.

"We’re more keen than ever to represent third-party formats from outside the Zodiak Media Group," he says. "Our producer clients can be sure that when we represent their shows we will put in place a strategy to maximize the value of their property. Inevitably, our focus on quality not quantity means that we end up saying ‘no’ to a large number of projects, but it also means that when we do distribute a format the producer can be sure that their format won’t get lost in the catalogue.

"Importantly, when we acquire third-party formats, although we believe our partners in the Zodiak Media Group are likely to best placed to produce a show locally, we won’t hold back rights unnecessarily. If a show isn’t right for a Zodiak company in one particular territory we will always look for another production partner to move the format forward."

Prime-time studio-based entertainment formats are certainly at the top of Shingleton’s list, but, he notes, "We understand that smaller formats can also make a huge impact. For example, a format like Deal With It [originating from Keshet in Israel] is relatively cheap to produce but works in a variety of slots on a range of channels. This kind of flexibility is great for us."

As he seeks out new properties to take on, Shingleton is, like others in the acquisitions game, firmly focused on originality. "We want to offer broadcasters something they haven’t seen before. Something that feels fresh, innovative and fits in well with the type of production companies we have in the Zodiak Media Group."

He continues, "In general, regardless of the type of format, we’re looking for strong brands. By that I mean shows with distinct personality that can help define channels or slots. This may be as simple as a unique format beat, for example the handing over of the check in Secret Millionaire, or a distinct logo and set as in Don’t Forget The Lyrics. I still get shivers when I hear the theme tune to So You Think You Can Dance! These are some of the key elements that help differentiate formats and make them sticky and ‘ownable,’ pulling audiences to slots and broadcasters."

A veteran of the format business—with stints at ECM, FremantleMedia and RDF Rights (now part of the Zodiak umbrella)—Shingleton has come to understand the importance of maintaining a diversified slate and having a team of top-notch producers to work with as "both originators and adaptors of formats…. We want our catalogue to be a terrific shop window of innovative, non-derivative, successful formats which broadcasters can have confidence in."

Strong creative, however, and a well-oiled sales team are just one part of building a successful format brand. "We don’t see the sale as the end point—for us it’s the beginning. We have a whole team of people working on production support, from consultants to ratings researchers, ensuring that shows are produced as well as possible and that great results are fed back to existing and potential customers to help build momentum. For me, this is the key to our success; we want each local production to be as good as it can be. This not only helps to grow the value of a format, it also grows the value and reputation of our company."