Banijay Content Chief, Development Talks State of Reality (“Still Absolutely King”), Sportainment, and Swinging Big to Find the Next Hit

Hollywood Reporter

by Georg Szalai

February 23, 2026

AI-Generated Deep Dive Summary

James Townley, Banijay’s chief content officer, discusses the state of unscripted entertainment and the company’s strategy for developing new hits in a competitive market. With Banijay’s global footprint spanning 23 territories and over 130 production companies, Townley emphasizes the importance of fostering creativity and collaboration to identify the next big reality TV phenomenon. He highlights that reality TV remains dominant, with genres ranging from competitive shows like *Big Brother* to adventure and social experiment formats still resonating with audiences. Townley’s approach involves leveraging co-development partnerships and internal creative funds to support emerging ideas. This strategy has already yielded successes, such as the upcoming series *100 Knives*, a culinary competition, and *Football Island*, a sportainment format that merges football (soccer) with entertainment. These projects aim to capitalize on growing audience demand for fresh content, particularly in the intersection of sports and entertainment. The article also touches on Banijay’s focus on innovation in quiz shows and psychological reality games like *How Old Is Your Brain?* and *The Dinner*. Townley underscores the importance of taking calculated risks in a risk-averse market by investing in new formats that can complement existing global super brands. With events like London TV Screenings and MIP London on the horizon, Banijay is poised to showcase its pipeline of international appeal content, reinforcing its position as a leader in non-scripted entertainment. This approach matters because it highlights how Banijay is staying ahead in the ever-evolving entertainment landscape by blending creativity with strategic partnerships. By focusing on fresh ideas and diverse genres, Townley and Banijay are setting the stage for future hits that resonate globally, ensuring the company remains at the forefront of reality TV innovation.

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Originally published on Hollywood Reporter on 2/23/2026