Universal Studio Group ramps up its focus on Europe’s booming unscripted content market

Unscripted content takes center stage

Universal Studio Group is making a bold move on the European unscripted content market, with top executives declaring that this is the prime time for European producers to align with major players. Recently, industry leaders gathered in Rome to discuss the burgeoning opportunities for collaboration.

Ed Havard and Monica Rodman, senior executives at Universal Studio Group, shared insights at Rome’s MIA Market, highlighting the vibrant competition and American interest in European markets.

The European boom

Ed Havard, senior VP of Universal International Studios, stated, “It’s unbelievably competitive in Europe at the moment for the unscripted side. Everyone is looking for the next big thing out of the European markets. You’d be surprised how many American eyes are on European territories.”

Monica Rodman, executive VP of Universal Television Alternative Studios, joined Havard to emphasize the significance of partnerships. They noted the groundbreaking deals forged, such as the 2021 collaboration between NBCUniversal and the BBC, while hinting that many more substantial ventures are on the horizon.

A strategic vision for partnerships

Highlighting the success of unscripted projects, Havard noted that 85% of the most prominent unscripted projects in the U.S. currently originate from Europe. This includes prominent Universal titles like The Traitors and Destination X. Havard explained that Universal Studio Group is “massively invested in finding those projects and making sure we’re the first to find them.”

He elaborated, “We are hustling always to speak to and find and work with the best producers out of all of the various European territories that we can work with.”

Universal Studio Group operates under the umbrella of four television studios: Universal Television, Universal Television Alternative Studios, UCP, and Universal International Studios. This diverse array of studios allows for a dynamic and adaptable approach to partnerships and content development.

Adaptations and diverse collaborations

Havard and Rodman discussed how Universal Studio Group is expanding its footprint across Europe, with notable adaptations like Destination X, a travel reality competition show developed from Belgium’s original format. According to Havard, the company pursues a flexible collaboration model that doesn’t adhere to a “one-size-fits-all” approach.

They also underlined the importance of new models to navigate financial constraints on both continents. “The days of unscripted just being commissioner, producer, that’s it: I think those days are over,” Havard remarked. “It’s going to be a team sport moving forward.”

Innovative deal structures

A significant example of innovative deal structuring is the 2021 agreement between NBCUniversal and the BBC. This deal involves jointly developing and commissioning unscripted shows, sharing the costs of production. The collaboration has yielded successful projects like The Traitors, which has been described as “the reality event of the year.”

Rodman, addressing European producers in Rome, pointed to Universal’s first-look deal with “Depp v. Heard” director Emma Cooper as a testament to the mutually beneficial outcomes such partnerships can produce. Rodman emphasized that Cooper brings remarkable ideas and access, while Universal offers resources, intellectual property, and talent to elevate those ideas.

“We’re looking for such a variety of ideas in such a variety of spaces that we’re open for business. We’re here for the best ideas that you have,” said Rodman, reinforcing Universal’s openness to diverse collaborations.

Navigating industry challenges

Acknowledging recent industry upheavals, Rodman highlighted the necessity of undeniable quality in content for it to be greenlit. Nevertheless, she sees these challenges as unique opportunities.

While formats remain at the core of Universal’s business, there is a clear shift towards diversification. Rodman mentioned a growing focus on true crime and premium documentaries, genres that are “very active” in today’s market.

The vision for global hits

The overarching goal is to transform local hits into global sensations. Havard expressed his ambition to discover the next Destination X or The Traitors in international markets. The strategy is to find promising ideas from various regions and partner with studios in America to amplify them on a global scale.

This pathway allows producers from countries like Belgium to develop significant projects with Hollywood studios that can then travel the world.

Final thoughts

As Rome’s MIA Market unfolded, it was clear that Universal Studio Group is deeply committed to fostering and expanding its unscripted content partnerships across Europe. With a keen eye on innovative models and diverse genres, the company is poised to lead the charge in transforming local hits into global phenomena.