Get ready for a thrilling journey into the world of television and advertising! The return of 'On Brand' to Cannes has sparked excitement and intrigue.
Jimmy Fallon and Bozoma Saint John, two iconic figures in entertainment, are at the heart of this story. They've been promoting their unique reality-business show, 'On Brand with Jimmy Fallon', at Cannes Lions, aiming to capture the attention of advertising enthusiasts. But here's where it gets controversial... they're not just targeting the U.S. market; they're setting their sights on an international audience.
Enter Hannah Mabruk, the SVP of format sales and production at NBCUniversal Formats, a division of the mighty Universal Studios Group. She's leading the charge to sell this innovative concept to international buyers at MIPCOM. Mabruk shares her insights: "The business competition reality genre, exemplified by shows like Shark Tank and The Apprentice, has dominated for years. We're constantly in talks with buyers eager to discover the next big thing in this space."
'On Brand' is set to make its international debut as a primetime competition-reality series. Mabruk emphasizes, "It's a warm and supportive take on the business show format, a refreshing contrast to the cutthroat nature of some reality TV. Think of it as a blend of workplace comedies like 'The Office' and 'Parks and Recreation', but with a heartwarming twist."
The team behind 'On Brand' has a unique connection to Bozoma Saint John, who not only co-hosts the show but also stars in the popular 'Real Housewives of Beverly Hills'. They've successfully sold the 'Real Housewives' format across numerous territories, resulting in spinoffs like 'The Real Housewives of Lagos' and 'The Real Housewives of Amsterdam'. Additionally, they've been instrumental in distributing the 'SNL' and 'That's My Jam' formats.
Mabruk reveals that the show has already sparked interest from international branding and marketing agencies, as well as producers with a commercial background. "It's a versatile concept that offers solutions to various stakeholders. For broadcasters, it presents an opportunity to co-invest with advertisers, creating a more immersive experience. In today's landscape, advertisers crave more than just a 30-second ad; they want to be an integral part of the entertainment. 'On Brand' achieves this organically."
However, a significant challenge arises when adapting the show for local markets. The rules governing brand and advertiser collaborations with broadcasters vary from country to country. Each international version will require careful calibration to ensure compliance with local regulations.
So, what do you think? Will 'On Brand' capture the hearts and minds of international audiences? And how will they navigate the complex web of advertising regulations across different countries? Share your thoughts in the comments below!
