How New Buyers and Hits Like ‘The Masked Singer’ Revived the Reality TV Marketplace

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How New Buyers and Hits Like ‘The Masked Singer’ Revived the Reality TV Marketplace
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How new buyers and hits like TheMaskedSinger revived the reality TV marketplace

Even execs at rival networks have hailed the popularity of “The Masked Singer” as a boon for the biz. “No one’s not happy for its success,” says ABC senior VP of alternative, specials and late-night Rob Mills. “You’re seeing more swings now. It’s really exciting.”“Netflix set an interesting pace that I think the town has been getting used to in terms of their buying habits. They’re watching what’s working, and they’re pivoting constantly.

But for the most part, sellers are still adjusting to a marketplace where back-end profits are shrinking and it’s tougher to maintain ownership. Streamers often buy up global rights to a show, limiting the ability to make money by selling a format to multiple territories. And networks like NBC and Fox have launched in-house unscripted production arms, which allow them more oversight and control of the shows on their schedule . But it means independent producers must now compete with those units.

Says George: “The people that you’re not going to want to work with are going to be people clinging to a business model that’s no longer relevant. Deal terms that are so unfavorable that you would prefer not to sell your idea to them. I’m not going to name names, but I think business models are going to have to continue to adapt.”

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