Overview of the factual commissioning market in the US and the opportunities it holds for UK producers.

Click here to browse more extracts from Broadcast’s Factual Commissioning Report

The US domestic market has now become a legitimate target for UK producers looking to diversify. In some cases, UK indies have secured the ultimate prize: a series commission from a ‘big-four’ network - namely ABC, CBS, NBC or Fox.

More often, however, they are targeting the US basic cable market, which is a voracious commissioner of factual content. Currently, there are around 50 cable networks commissioning or acquiring factual content.

Commissioning executives are reluctant to talk about prices on the record. Off the record, many quote a core range of $150,000-250,000 per hour - creeping up when shows take on hit status. Some flagship productions go above $500,000, but not many. Those that do tend to be subject to co-production partnerships.

US cable networks generally like to own all rights because they have international networks and distribution arms to feed. It goes without saying that the more money you can bring to the table, the better the chance you have of securing some back-end. Format deals usually offer the opportunity to negotiate a more favourable rights scenario.

  • Discovery US commissions 500-600 hours of original non-scripted programming a year, 80% in series form.

  • Discovery Europe commissions 600 hours of factual programming across the UK and Western Europe.

  • Animal Planet commissions 300 primetime hours of factual programming.

  • More than 60% of AETN-owned channels A&E and Bio’s primetime schedules are made up of original non-fiction programming. Combined original programming adds up to 300+ hours.

  • The primetime hour at A&E US pays $225,000-$500,000.

  • National Geographic is buying around 400 hours of factual content a year across all territories.

  • 50% of National Geographic’s shows are produced by international partners.

  • MTV US commissions 400 hours of factual programming a year.

  • $150,000-250,000 is the average tariff per hour for factual content in the US cable market. For flagship shows, this rises to as much as $500,000 per hour.

  • The US runaway hit of the year has been UK production company Studio Lambert’s Undercover Boss, debuting on US network CBS with 38.6 million viewers - the largest audience for the premier of a reality series in the history of US broadcasting. The show went on to average 18.7 million, making it the top new US show in 2010.

  • E! Entertainment commissions around 50-100 hours of programming a year.

  • A key trend in the US market this year has been shows about cake baking. These include Magical Elves productions’ Top Chef: Just Desserts; Food Network’s Ace of Cakes and Cupcake Wars, TLC’s Cake Boss and WeTV’s Amazing Wedding Cakes.

Topics