Banijay Rights, the international distribution division of Banijay Group, is one of the world’s biggest independent distributors, with a catalogue of more than 20,000 hours of globally best-selling content across all genres including drama, formats, factual, entertainment, and theatrical. In times of rapid changes, the company is now adapting its distribution and production models to keep up the industry's pace. Elliott Chalkley, VP of Sales of Banijay Rights, explained Señal News the company’s strategy.
- What is Banijay’s strategy when it comes to shaping its catalog?
“Banijay Rights distributes a catalogue of multi-genre programming and we are always on the lookout for quality series with high production values, iconic formats, and strong documentaries that will resonate with global audiences. Whilst we have an exhilarating pipeline that comes through from Banijay Group production companies, 50% of our catalogue is also made up of programming from third party producers”.
- Which genres are you focusing on and why?
“Our formats business continues to go from strength to strength with the likes of ‘Wife Swap’ still travelling the globe and recently being recommissioned for a second season in Brazil. Entertainment formats have also recently been a big hit for us, with our latest offering, ‘Don’t’, executive produced by Ryan Reynolds, coming to ABC later this year. Scripted programming is still a key focus of the business as we try to acquire more titles like Spanish drama ‘Hierro,’ which is the most successful Movistar+ original series ever. Norwegian crime drama ‘Wisting,’ which stars Hollywood actress Carrie-Anne Moss, has also been pulling in audiences in UK and US, and getting stellar press reviews”.
- Do the demands of the audience vary greatly depending on the region?
“Yes. We’ve seen an increase in demand for reality programming in Latin America recently. In fact, we sold all four series of adventure reality format ‘SAS: Who Dares Wins,’ which has rated well. We have also recently closed a deal for our dating format ‘Ten Things I Like About You’ in Mexico”.
- In terms of production, what business models work best for Banijay?
“Banijay Group operates in 16 territories and its current portfolio boasts over 70 production companies. The company ethos is a spirit of creativity and innovation which helps foster quality programme development and great partnerships. Having such a strong network of producers of course gives us a great advantage, but we also bolster our catalogue with third party IP. In recent years, the role of the distributor has shifted, and we now find ourselves coming on board with a production earlier and earlier to help with financing solutions, whether that be via a first look deal, by securing pre-sales or by acting as a coproduction partner”.
- When it comes to distribution, do you observe many differences across Pay-TV, Free-TV, SVOD, and AVOD?
“There’s an increase in AVOD players both globally and regionally in Latin America. Free to air broadcasters seem to be looking for big entertainment formats right now, while SVOD seem to be focused on scripted acquisitions. The various platforms give more choice to the viewers and producers and as we distribute factual, scripted and formats, we work across the different platforms and boast a catalogue that has something for everyone”.
By Federico Marzullo
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