Banijay Entertainment: “We’re Looking For Projects That Demonstrate A Strong Commitment To The Audience”

Helen Greatorex, Director of Format Acquisitions at Banijay Entertainment, explained that the company focuses on identifying content with global export potential, without ruling out innovative proposals that are still in early development stages.

“We’re looking for any format that works across multiple countries. We understand that no one expects everything to work everywhere all the time, so we also look for things like ‘hubs.’ But the main focus has to be something scalable with proven audience engagement,” said Helen Greatorex during Content Europe.

Contrary to perceptions of market saturation, Greatorex believes comedy remains fertile ground for innovation. Following the global success of LOL and the recent acquisition of Japanese formats such as The Laughing Throne, the company is betting on content that requires less production time while delivering immediate results.

“I don’t think we’re at a saturation point with comedy at all. It’s about finding the best talent and producing something quickly that delivers a strong audience return. In a world where we all want fast results, comedy continues to work and is very interesting for us,” the executive explained.

Banijay is leading the transition of native digital platform content into linear television and streaming. Formats such as Stop the Train, created by French content creator Squeezie, show that the origin of an idea is secondary to the strength of the concept.

“We’re using our expertise to scale and develop formats that started in digital. We treat them the same way: it’s about localizing, injecting the right talent, and making it entertaining. There’s little difference in where the idea originated, as long as it’s a brilliant concept with a strong twist,” Greatorex said.

Regarding artificial intelligence, the company acknowledges its transformative role, particularly in the pre-sales and concept visualization stages. While remaining mindful of legal implications, AI has become an ally in bringing ideas to life that previously existed only on paper.

“It’s something everyone is looking at. One very interesting use is bringing those ideas on paper to life. Before, a pitch might just be us talking; now there’s an expectation that AI-generated material has been created. It’s exciting, and I hope it helps sell more ideas.”

Despite the economic challenges facing the industry, Banijay remains optimistic about the future of large-scale formats. According to Greatorex, the key lies in revitalizing established brands while supporting emerging talent.

“It’s a very interesting time. Formats are not going to disappear; we’re still having great success with major brands. It’s no secret that fewer big shows may be commissioned due to the global economy, but there are still brilliant people creating excellent formats,” she concluded.