Nippon TV, Japan’s leading multiplatform entertainment powerhouse, announced that it will present three new unscripted formats at MIPCOM 2025, including two debut titles from Gyokuro Studio, the company’s newly established in-house production unit dedicated to global content development. The announcement was made by Sayako Aoki, Head of International Sales, Content Business and Distribution at Nippon TV.
Gyokuro Studio will debut "Mega Catch", a high-stakes action gameshow where contestants must catch massive flying objects to survive each round, and "Secret Little Assistant", a heartwarming kids’ reality format in which children secretly enter their parents’ workplaces to help them without being caught. Nippon TV is also unveiling "Big Bad Bluff", a reality competition where classic fairy tales such as "The Three Little Pigs" or "Snow White" are reimagined as strategic bluffing games.
Sayako Aoki, Head of International Sales, emphasized the global potential of these formats: "We’re excited to present our diverse slate at MIPCOM. While each of our projects has a unique origin, they all have the potential to resonate with an international audience. In alignment with the industry’s focus on the creator economy, two of our new formats come from Gyokuro Studio, our recently established in-house studio dedicated to developing bold, creator-driven ideas for outside Japan. Whether you're looking for a thrilling game that tests your reflexes, a heartwarming reality show about the bond between parents and kids, or a dive into the world of twisted fairytales, we are ready to collaborate and bring a fresh viewing experience to audiences worldwide," noted. Let’s take a closer look at the three formats.
"Mega Catch" is a spectacular, adrenaline-filled showdown where one rule decides everything: catch it and survive — miss it and you’re out. Contestants face colossal challenges, from giant balls crashing from the sky to blistering 200 km/h fastballs. Each round escalates in intensity until only one winner remains to claim the prize.
Secondly, "Secret Little Assistant" is an uplifting reality series where children become undercover assistants in their parents’ workplaces. Filming begins as a supposed workplace documentary, but the real mission is for kids to secretly support their parents. With a mix of humor, problem-solving, and heartfelt emotion, the format culminates in a surprise reveal full of love and gratitude.
Finally, "Big Bad Bluff" is fairytale-inspired reality gameshow where ten celebrities enter storybook worlds filled with strategy and deception. In "The Three Little Pigs", players bluff to secure safe houses, while in "Snow White", they must pass poisoned apples to avoid elimination. Even eliminated contestants can return for one last twist. This format delivers endless variations of mind games, shocking reversals, and dramatic reveals.