Endemol Shine Australia Strikes Partnership with Tokyo Broadcasting System

-The Insider unveiled as first format to stem from collaboration-

Sydney, Wednesday 19 February 2025: Endemol Shine Australia (ESA), part of content powerhouse, Banijay Entertainment, today announces a groundbreaking global partnership with Tokyo Broadcasting System Television (TBS), broadcaster, creator and producer of world-renowned hit series Ninja Warrior, Takeshi’s Castle and more.

Leveraging ESA’s unique and award-winning creative approach to supersizing and supercharging unscripted formats, the co-development deal will give the label the flexibility to access TBS’ new and existing formats with the view to uniquely shaping them for both Australian and global audiences. Combining the expertise of both companies, the arrangement is set to amplify a dynamic and innovative raft of titles on the world stage for networks and streamers alike. As part of the agreement, Banijay Entertainment has a first-look arrangement to produce the co-developed titles locally across its label footprint.

The first TBS format in development with ESA is the hilarious and subversive take on the strategic gameshow, Actor Vs Reactors, produced by Junya Ueda. Now reinvented and scaled by ESA as The Insider, the format sees a group of celebrities in a riotous strategic game where they will be continually and mercilessly pranked. But one celebrity sneakily knows the details of every prank and is faking their reactions. Can the celebrities find The Insider before they win all the cash?   

TBS is one of Japan’s largest media conglomerates responsible for the original sports entertainment reality format Ninja Warrior. Originally known locally as SASUKE, the show first aired on the network in 1997 and has since been sold into 160 territories. Via this all-new strategic alliance, ESA welcomes the opportunity to build on its existing relationship with the organisation forged through its production of the show for the Australian market.

Marco Bassetti, Chief Executive Officer, Banijay Entertainment said: “As a content powerhouse, Banijay Entertainment prides itself on being a home for the world’s best creative talent and a partner to leading ideators in the market. Via this all-new agreement, ESA has a unique opportunity to delve into TBS’ portfolio to apply its expertise in fostering new global hits and supersizing reimaginations. Diversifying and complementing our own catalogue of standout titles, the collaboration will also lean on our 21-territory-strong footprint to localise and scale these next generation superbrands.”

Peter Newman, Chief Executive Officer, ESA said: “We have a worldwide reputation for creating our own groundbreaking formats and supersizing existing ones. Working alongside TBS on this exciting initiative, we are excited to apply our creative lens to reinventing these local formats for a global audience. With The Insider, we have a title built for a broad audience – unpredictable and attention-grabbing. Combining the thrill and addictiveness of strategic gameplay, with explosive laugh-out-loud excitement, this hysterical genre-busting show promises surprises, deception, celebrities, comedy and sleuthing – perfect ingredients for a universal travelling hit.”

Katsuaki Setoguchi, Executive Officer of TBS Holdings, said: “TBS has designated FY2024 as the 'First Year of Global Business,' marking our commitment to strengthening our presence in the global market. We are thrilled to have established a partnership with Endemol Shine Australia, renowned for their outstanding creative capabilities as part of Banijay Entertainment, a leader in the global content market. We have high expectations for the innovative unscripted format that this collaboration will bring to the market; our first project, The Insider, combines the classic prank elements of Japanese variety shows with ESA's supersizing prowess. We look forward to delivering a brand-new form of entertainment to audiences worldwide.”

Jun Fukai, Director of Global Sales and Development at TBS Holdings, said: “In recent years, our Global Sales and Development Department has been focusing on format development with global expansion in mind. In July of last year, the team from Endemol Shine Australia visited Tokyo, where they engaged in three days of in-depth discussions with the TBS Global team and TBS creators. From over 20 proposals, we carefully selected a project to bring to the global market. We have high hopes that The Insider will captivate audiences worldwide and introduce fresh innovation to the global entertainment landscape.”

As a prolific creator and producer of iconic and pioneering Japanese formats, TBS is also behind hit variety show, Fun TV with Kato-chan and Ken-chan, known internationally as America’s Funniest Home Videos.

-Ends-

For further enquiries, please contact:

Bronwen Hodgson – Director of Communications

Email: Bronwen.hodgson@endemolshine.com.au

About Endemol Shine Australia

Endemol Shine Australia (ESA) is a leader in world-class television creation and distribution, producing some of Australia’s most popular programming. 

ESA is home to the creative leaders and visionaries in television and digital production, responsible for some of the most exciting and popular programming on Australian free-to-air networks and pay TV channels, with a major influence on global content. 

With a unique creative approach to supercharging and supersizing existing formats into global hits, credits include MasterChef Australia, Married at First Sight, Australian Survivor, Australian Ninja Warrior, LEGO Masters, Gogglebox Australia, Old People’s Home for 4 Year Olds, Hunted, The Summit, Love Triangle and The Hundred with Andy Lee. Game shows Tipping Point and Deal or No Deal, as well as acclaimed dramas including NCIS: Sydney and RFDS continue to entertain audiences. 

A multi-award-winning production powerhouse, ESA has secured awards from the International Emmys, The TV Week Logie Awards, AACTAs, New York Festivals TV & Film Awards, Content Innovation Awards, Realscreen Awards, Venice TV Awards, Asian Television Awards, and SPA Awards. 

With offices in Sydney and Melbourne, ESA is part of Banijay Entertainment.      

About TBS Tokyo Broadcasting System Television, Inc. (TBS)

TBS is a major nationwide commercial TV network in Japan, with multiple satellite channels and cable channels, OTT platforms, a nationwide radio network, production companies and theatres under the TBS group. TBS shows have been distributed and localized via format licensing deals around the globe, creating popular titles including America's Funniest Home Videos (UK: You've Been Framed), Takeshi's Castle (US: MXC), and SASUKE/Ninja Warrior.