Over There Over There / Grb's Programming Has Captured Audiences Worldwide.

The strength of GRB Entertainment's slate of reality programming in markets worldwide is at once a result of its universal appeal and a format tailor-made for customization. These two facets have made GRB's programming popular in more than 120 countries and has given the company the flexibility to break into even some of the toughest markets and compete against product from the major U.S. distributors.

The key to making programs that travel well is what Kim Relick, vp of international distribution and business development, refers to as "reversioned reality," a strategy that is one part universal appeal and one part modular structure. The universal appeal comes from basic viewer interest in the subject matter, enlivened by a dramatic structure that turns earthquakes and tornadoes into characters, even villains. The modular structure of the shows, essentially self-contained mini-stories, allows local programmers to insert local footage or hosts without breaking up the product.

Most of GRB's overseas partners cite the programming's appeal to youth audiences as key to their success.

"They make good shows," says Derek Malone, of Village Roadshow Pictures Television, which distributes GRB throughout Australia. "It's just a matter of finding a home for them. Ultimately, when they're played, selective programs have done quite well."

Across the water, in New Zealand, GRB is welcomed with open arms. TV3's Network program director Bettina Hollings is thrilled to have quality product to show, now that the reality genre is starting to heat up down under. "There was so much flexibility as a product, and it was high quality," she says. "We were pleased to see a lot of first-run product footage. It's become a great resource for us."

"They were made in a very emotional way," says Anna Glogowski, deputy director for Canal Plus Television in France, one of GRB's first overseas customers, who says of her initial interest in GRB's programming. The deal with Canal Plus also illustrates the importance GRB places on working with its customers, on doing research and not just sales calls. Gary Benz flew to Canal Plus and sat down with their production people to learn how reversioning should work overseas. GRB had to take advice where it was offered: At the time it wasn't a massive company that could force a package deal of lesser commodities and the big blockbuster every country would want. GRB had to have the right sort of programs up front.

"GRB programs often work best when customized for the local market," says Relick. "We believe the synergy between a broadcaster's domestic-market requirements and the content of GRB programming is vital to the success of all of our shows."

In many cases, localizing GRB programming means simply re-recording the voiceover narration. But elsewhere, local producers and broadcasters have taken GRB's programming and launched very different product. "World of Wonder" has been reworked as "Welter Wuender" by ProSeiben in Germany, while in France the same show became "E=M6" on the M6 broadcaster.

Always mindful of how the programming will play overseas, GRB continues to look to increase cooperation early on in the production of a series to ensure success.

"Reversioning is a licensing deal," says Relick. "A co-production is a much longer-term relationship, where two partners are trying to create a single product that will rate in both territories. I spend a lot of time talking to producers as well as broadcasters. They are very important potential partners."

And while working in the major territories in Asia, Europe and South America, GRB strives to build a truly worldwide audience and market for their programming.

"You need to be in a lot of places, in virtually every territory in the world," continues Relick. "You have to work very hard not to just cherry-pick the four big territories, but to make up the rest of your revenue by making yourself part of every territory."

"We currently carry almost everything they have," says Roberto Rios, director of programming and acquisitions at HBO Latin America, who oversees programming for HBO Ole and HBO Brasil services, which collectively serve all of Latin America. "We don't usually do the nature and wild animal sort of product, we prefer it to be edgier and stronger. [GRB's product] is the kind of stuff that works well."

"Although the product only played on holidays and weekends, it never played in primetime; it was certainly good [programming] to drop in to fill the schedule," reports Jeff Ford, now a programming executive at Channel 5 Broadcasting in London, but previously a programming executive at ITV, where he purchased numerous GRB titles, primarily in the specials format, including "Movie Magic" and "Hollywood's Greatest Stunts," which he cites as being particularly popular with U.K. audiences. "There was actually no localization necessary because they were so well produced. In the GRB collection you can see that Gary brings a knowledge of how to produce and package effective programming."