Australia’s success in producing formats makes it one of the best markets in the world for reworking television shows, according to Lisa Perrin, Managing Director, International Production, ITV Studios.
But the competition between broadcasters is so aggressive that networks can sometimes over-commission and kill off shows too soon.
Perrin, visiting Australia last week, oversees 17 labels spanning scripted / non-scripted in 12 countries including Europe, the Nordics and Australia. The two local labels are ITV Studios Australia and its drama production house Lingo Pictures.
“I think people do look to Australia in terms of how you supersize things. It’s a really unique skill. The program makers here do it very, very well,” says Perrin.
“Australia has a great heritage in this with MasterChef, Lego Masters, Married at First Sight, and My Mum, Your Dad.
“Australian tape travels beautifully”
“It is a wonderful mix between the UK and the US. Some of the production values are definitely more US than the UK, which is great. As you know, ‘Australian tape’ travels beautifully.
“Love Island Australia plays amazingly well all over the world, because people love Australians on telly and also because its production values are so high.”
ITV Studios Australia has secured two new unannounced commissions with broadcasters, with a third in development -one of which is a rebooted format. But Perrin keeps her cards close to her chest.
“(Managing Director) David Mott got two commissions with broadcasters last week, which in this environment is quite unusual and there’s another one that they are in development with, which the global ITV is very excited about,” she teases.
“It isn’t just non-scripted, it’s scripted drama as well, that people are trying to reboot. But there will be one reboot coming back in Australia.”
Referring to ITV more globally she adds, “We’ve got a couple of great things coming through that we’ll be launching on ITV1 towards the end of this year, beginning of next year, which I think will resonate in Australia and I think the broadcasters will jump on them. I can’t say much more than that… there’s some entertainment, hopefully a big new reality show.”
“I think there’s something in the Australian psyche. You’re a super competitive nation.”
But Perrin also sees challenges in the Australia which she views as “the most competitive market probably in the world.”
“I think there’s something in the Australian psyche. You’re a super competitive nation. We look at how you play sport… second is not good enough. You want to win, which is great,” she suggests.
“I think because also you’ve got a smaller population, your broadcasters are a mix of proprietary-owned, privately-owned and also obviously state-owned. It’s a very small market that really wants to prove itself and really punches above its weight.
“Other places in the world are equally as competitive but not quite as much as you guys here, which is great by the way. It’s why I think the creativity, the production values, the excellence is here, if I’m honest.”
Free to Air remains strong but there is too much focus on competition amongst each other rather than with Streaming platforms.
“I wonder in the future, whether there’ll be less competition on the Free to Airs in terms of scheduling and they’ll actually face out and see the bigger competition is out there. I mean, I know Free to Air is still incredibly strong in Australia. Still 70% of viewers will go on to Free to Air. So they’re incredibly strong. But Netflix, Disney, they are a credible threat and viewers have got so much choice now. When you’re investing so much in these shows they’re expensive to make. You’ve got to love them. You’ve got to curate them, you’ve got to keep them fresh,” Perrin continues.
“It’s like chocolate cake….. there’s too much of it and you feel a bit sick.”
“I worry sometimes in Australia, they overcommit. They double-down on things, they kill things off too quickly because they commissioned too many of them. It’s like chocolate cake. It comes along, it’s lovely. It’s a treat for us all, we’ve been waiting for it all year. There’s too much of it and you feel a bit sick.
“These brands that people love, you have to look after them and make them live forever. Sometimes I think the over commissioning of them kills them off too quickly.
“How can you commit to watch 80 episodes of MasterChef? I don’t believe people have the attention span to watch that much. I’ve got to be honest. There probably does need a bit of a reality check on what has been, and going forward how you look after those brands a bit better on some of these channels.”
Perrin also supports local content quotas on Streaming platforms
“I hope the Australian Government does the right thing and puts them in, because you’re part of the English language, (hub) -the UK, America and Australia.
“Australian drama in a way has been overlooked and it has definitely got its moment and its audience right now. I hope the Australian government recognises that. Frankly, because it’s fighting with the UK and the US it will need some promotion and some love.”
Amongst the recent hits was Lingo’s After the Party, selected as one of Deadline’s global breakout hits, while local reality and entertainment shows are firing for ITV Studios Australia, following from the casting of Robert Irwin in I’m a Celebrity Get Me Out of Here.
“That was an inspired piece of casting….I’m a Celebrity is in a really good shape right now. It’s 10s biggest show and we’re really pleased that it’s on 10 and long may it continue.
I saw a bit of tape yesterday of The Voice coaches’ opening performance, which looks amazing. It’s a goose-bump moment.
MKR does super well. I mean, obviously it’s not our format, we won the tender to make that format. But Seven are super happy with it. Alone has been an absolute knockout here for us…. I think (SBS) were a bit surprised that it’s been such a hit and we make it in quite a few other territories….. I know a lot of people really, really, rate Alone Australia very, very high. I think SBS are looking to do more shows in that genre and we’re certainly engaged with them in that conversation. ”
“Hopefully The Chase will come up and there’s room for both”
Long running game show The Chase, however, has renewed competition from Nine yet Perrin sees room for all.
“It’s eight years, it’s been on on over here. I think competition is good. Tipping Point is always going to do well. It’s a new offering in the market. But The Chase isn’t going anywhere, it’s been recommissioned. I suspect Tipping Point will drop. Hopefully The Chase will come up and there’s room for both of them to live.”
Lastly, following the acquisition of Lingo Pictures, does ITV have plans for any more Australian partnerships?
“We’re always open to more acquisitions. They may not be the only thing we buy, but at the moment, everything is with lingo. But we’re always wanting to bring talented people into the fold. Always.”
Updated.