NBCUniversal Sells 40 Asia Formats as TBS Adapts Game Rules

NBCUniversal Formats has licensed more than 40 distinct show brands across Asia. In 2025, the company secured rights to 39 seasons spanning 17 territories. Linfield Ng, vice president of format sales and production for Asia at NBCUniversal, stated that the company prioritizes formats with clear structures and sponsor-friendly economics. This strategy reflects the regional market, where production costs are often covered by sponsors rather than networks.

Ng explained that local adaptations frequently alter content to fit cultural norms. For the Japanese version of "Suits," producers replaced the pilot's marijuana with cash because Japanese television regulations prohibit showing drugs. He noted that this change did not alter the core premise of the show. Similar adjustments occurred in South Korea, where producers of "SNL Korea" removed the musical segment to avoid competing with existing music programs.

Fukaya Shunsuke, head of new format sales for Europe at TBS Television, discussed the company's approach to globalizing its hit "Sasuke," known internationally as "Ninja Warrior." The show has local versions in 25 countries. TBS maintains a brand guide that defines the format as an Olympic-style competition for amateur athletes. Fukaya stated that the concept of a human competing against large obstacles is universally understood, allowing for consistent adaptation across different cultures.

TBS has increased its focus on co-developing shows with international partners. Fukaya served as business and creative producer for "Lovers or Liars?" and "Tono," both developed with U.K. distributor All3Media International. During the production of "Lovers or Liars?," the U.K. team proposed ballroom dancing to reveal the real couple through body contact. Fukaya mediated the request, noting that such dancing is not traditional in Japan, and the teams settled on choreography that included significant physical contact.

The executives noted that buying rights involves learning from the original owner's experience. Ng stated that NBCUniversal avoids partnering with companies that have copied formats. TBS is currently selling "Action! No Reaction" in more than 10 European territories. Buyers are requesting comedy game shows, a trend driven by the success of programs like "Documental" and "Takeshi's Castle." Ng added that entertainment and game shows represent 59 percent of globally successful formats, compared to 40 percent in Asia.

The session concluded with a discussion on pitch strategies. Ng advised creators to know their market and prepare concise pitches. Chang asked Ng which elevator he uses for one-minute pitches, and he replied that creators must find the right elevator. The executives agreed that local sensitivity and specific market needs drive the success of format adaptations.

TBS airs co-developed pilots in late-night slots. Fukaya said that ratings in these windows are less important than having a produced show on a terrestrial network. Some of these pilots are now selling well overseas, and Fukaya indicated that news of these deals would be announced soon.