STV Studios and NBCUniversal to adapt Primal reality format

STV Studios and NBCUniversal to adapt Primal reality format


STV Studios and NBCUniversal to adapt Primal reality format

E4’s Alan Must Win to be retitled The Underdog in the US

STV Studios and NBCUniversal have signed a development deal to adapt Primal’s E4 reality format Alan Must Win for the audiences.

The US version, renamed The Underdog, will follow the same conceit as the UK format which was ordered a year ago from the STV Studios label behind Release The Hounds (ITV2).

A group of reality stars will live next door to a group of contestants who have big online followings and are competing in a popularity contest. They set tasks and manipulate what happens in the contestants house, in a bid to ensure that the one ordinary ‘underdog’ contestant who has no interest in being popular, wins the game. None of the cast, including the underdog, know that the reality stars controlling the game.

The US rights were secured by Universal Television Alternative Studio’s president Toby Gorman, and Universal International Studios’ senior vice president of unscripted Ed Havard, for development at NBC led by Corie Henson. Both UTAS and UIS are divisions of Universal Studio Group.

The deal was brokered for STV Studios by creative director of international development Josephine Brassey, and commercial director Camilla Cope, who joined the team as part of STV Studios’ acquisition of Greenbird Media.

Brassey said: “Primal Media have created another truly genius format which puts a unique new spin on the reality genre, so we’re delighted to be working with Toby, Ed and the talented team at NBCUniversal on developing it for the US market.

“This deal is the first secured by our newly combined business and Camilla and I are excited about the potential of our international growth strategy.”

Primal’s managing directors Mat Steiner and Adam Wood said: “Pulling the curtain back on the reality genre has been such fun, but the most revealing thing about this format is the emotional rollercoaster ride that the cast goes on. We’re sure it’ll be the same for the viewers.”

Gorman added: “This development partnership cements our ambitions at Universal Studio Group to partner with some of the best content creators on shows with global scale and appeal. This is such a unique reality format that really lends itself to adaptation for the US market.”

Outside of the US, All3Media International has been appointed as the global partner.