Viacom localises more Ridiculousness

Ridiculousness centres on internet ‘fail’ videos

Viacom International Media Networks (VIMN)’s South Europe, Middle East and Africa cluster is producing five new versions of entertainment format Ridiculousness for local MTV channels.

The new programmes will be recorded in Spain and will air on MTV in Spain, France, Italy, Africa and the Netherlands and Belgium.

The show is produced by Spain’s La Competencia Producciones and will begin rolling out on MTV channels in Europe from late spring.

The clip-show format first aired on MTV in the US in 2011 and sees a regular studio team and guest stars commenting on viral ‘fail’ videos from the internet.

“Glocal content remains a key objective and driver of our business. By taking a well-known property like Ridiculousness, built on highly transferrable and digital-friendly content, and adding hosts and guest stars who are well known in their home countries, we have the opportunity to personalise the same material for each country’s audience,” said Laura Abril, senior VP of youth and music and kids and family brands at VIMN SEMEA.