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ABOUT THE CONTENT LONDON GLOBAL ENTERTAINMENT FORMATS PITCH 2025

The Content London Global Entertainment Format Pitch is designed to discover the next great international hit from the most creative emerging formats creators.

 

There were more than 70 submissions this year, and eight projects have been selected to pitch live at Content London on Tuesday December 2 at 2.30pm. The winning project, selected by an esteemed panel of judges, will be announced the same evening from 6pm. The winner will receive a £30,000 marketing prize from C21Media to support development and pre-sales promotion of the show.

MORE DETAILS

TIMELINE

02/12/2025
Live pitch at Content London

 
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EVENT DETAILS

This event is taking place at:
Content London 2025

This event is available for Content London delegates only.

To purchase a Content London 2025 ticket, please CLICK HERE.

2025 FINALISTS

CAPTCHA

Thinketers

Captcha is the world’s first gameshow where contestants must prove they are 100% human! How? By facing a series of challenges requiring wit, creativity and mental agility, inspired by the famous captcha tests. It’s a unique way to play with puns, humour and the human ability to connect concepts. But Captcha has an original twist: the eliminated contestants will turn into robots! Thanks to AI in post-production, the eliminated contestants will hit the ‘verify’ button in the centre of the set and transform into amazing and funny robots for not passing the captcha test.


Teo Palomo

Palomo has been head of content at Thinketers since 2021, where he has worked as executive producer of original formats such as The Gesell Chamber (mental health) and international adaptations such as Mommy Knows Best. Previously, his professional career was consolidated within the development department of Cuarzo Banijay, where he adapted numerous international formats and developed projects in genres including factual, reality, gameshows and true crime. He also has experience in advertising, having worked as a scriptwriter and director of spots for agencies and brands such as McCann, Universal and Mahou. 

PARTNERS: Not at this time

Thinketers is a independent production company from Spain dedicated to creating original formats with a unique twist. We’ve led the way in new formats, producing Spain’s first photography talent show, Cam-on!, and Whaat!?, a science series that earned a Venice TV Award nomination. Our dedication to storytelling and innovation also shines through in our branded content projects and advertising campaigns, where we bring fresh perspectives to each project.

Teo Palomo
[email protected]

case zero title page

CASE ZERO

Sonic Nursery Creative

Trust is the most dangerous weapon.

Case Zero is a reality format that fuses the global obsession with true crime and the breakout success of social strategy competitions.

Twenty contestants step into a living crime scene – an eerie, isolated compound designed to immerse them inside a cold case. Each week, they receive new evidence: redacted files, coded notes, witness interviews, or forensic clues. Working in teams, they must solve puzzles, rebuild timelines and piece together events using investigative techniques inspired by real-world criminology.

But hidden among them are the Killers – players secretly tasked with misleading, sabotaging and manipulating the group. Their mission: plant false evidence, distort alliances and push Innocents toward convicting the wrong people.

Episodes unfold in five acts: The Briefing, The Investigation, The Interrogation, The Trial and The Cliffhanger. During The Trial, two contestants are voted in to face judgement. One is eliminated and sent to Central Holding – where they no longer play in the field, but can still influence the game and even win by manipulating information from the shadows.

By the finale, surviving players must present their full theory: who the Killers are, their motive and their method. If correct, the Innocents win. If not, the Killers – or even someone from Central Holding – walk away victorious. Not a whodunnit gameshow, but a crime-solving survival competition, Case Zero pushes paranoia, deduction and trust to their breaking point.


Kyle Whitelaw
Whitelaw is an award-nominated Canadian showrunner, director and creator known for blending cinematic storytelling with bold unscripted formats. He has led multiple seasons of television across genres, including the drag design competition Sew Fierce (now entering S3) and upcoming reality-comedy hybrid Snooki: Paranormal Rookie, starring Nicole ‘Snooki’ Polizzi.

Whitelaw’s series Knock Knock Ghost earned nominations for best reality series and best director, cementing his reputation for creating distinctive, character-driven entertainment. His original format The Quiet Game won Format Pitch of the Year at Content London, recognised for its inventive approach to unscripted storytelling. With over 20 years of experience in producing, writing and directing, his work consistently merges humour, structure and emotion – pushing genre boundaries while maintaining global audience appeal.

Whitelaw continues to develop original IP through his creative banner, focusing on scalable, high-concept formats that connect with viewers through authenticity, heart and style.

LOOKING FOR: Content London is where global buyers come to identify the next Traitors-level format. By showcasing Case Zero here, we’re not just looking for funding – we’re seeking broadcast partners, distributors and creative collaborators who see the same opportunity we do: to create a globally scalable reality franchise with genuine staying power.

Sonic Nursery Creative is a dynamic and internationally recognised production company known for crafting high-quality entertainment across all media platforms. Our team specialises in developing compelling stories that captivate diverse audiences, focusing on fresh, authentic content that resonates worldwide. From award-nominated reality shows like Knock Knock Ghost to groundbreaking scripted features, we pride ourselves on delivering projects with a unique, personal touch. Our philosophy is built on creating safe, inclusive and innovative environments, ensuring every voice is valued and every idea is explored. With a strong emphasis on 2SLGBTQ+ representation and progressive hiring practices, Sonic Nursery Creative remains committed to pushing the boundaries of storytelling. Utilising cutting-edge technology, we find creative and cost-effective ways to bring our visions to life. Whether through bold reality concepts, thrilling scripted series, or imaginative films, we aim to lead the industry in meaningful, captivating content that leaves a lasting impact.

Kyle Whitelaw

[email protected]

DON’T TURN AROUND

The Concept Collective/Shimmer Media

Loosely based on the Greek myth of Orpheus and Eurydice, each episode of Don’t Turn Around challenges one singleton to lead a chosen date out of a studio-set ‘underworld.’ To do this, our singleton – much like Orpheus – must not turn around during the journey across unstable surfaces (think rickety rope bridges).

He’ll be tempted with prizes and money to turn around during the journey up and out of the underworld, as well as taunted with loud noises, unsteady surfaces and other obstacles. Whether the motivation to turn around is selfless (is his date still doing OK?!) or selfish (hey, it’s $5,000!), our singleton and his date will have to navigate both literal and figurative shaky ground to have a chance at real connection.


Pascal Dalton
Dalton is a seasoned international media and entertainment executive with a 23-year track record, having worked with the biggest distributors/producers in the business – Endemol Group, EndemolShine Group and ITV Studios. With a focus on formats, advertiser funding and finished tape, Dalton has significantly impacted the companies he’s been part of. He has proven success in IP expansion and delivering multimillion-pound revenue streams.

Before establishing Shimmer Media, Dalton was head of brand partnerships, north EMEA (format sales), at ITV Studios, responsible for 26 territories and some of the market’s most powerful format brands, including Love Island, The Voice, The Chase, I’m a Celebrity… Get Me Out of Here and Come Dine with Me. He also held the positions of head of partnerships, senior VP of licensing and VP of global format sales. While in the latter role, between 2017 and 2019, format revenue increased by more than 60%, and double-digit growth was achieved, paving the way for a smooth integration with Talpa’s distribution team in 2020. An ITV staffer for more than seven years, he worked closely with ITV Studios’ production companies in key markets such as the US, UK, Germany, France and Australia – and directly with third-party licensees – to maximise format value in local markets and drive international deals.

Before ITV Studios, Dalton spent eight years with the Endemol Shine Group.

LOOKING FOR:

We are looking to have conversations with potential production partners at Content London 2025.

The Concept Collective is a creative formats company based in Austin, Texas, US. For the past several years, the company’s principal member, Aaron Wells, has dealt exclusively in the unscripted international formats marketplace. Featuring an array of concepts that come off both familiar and fresh, the company puts twinkles in the eyes of acquisitions and development personnel by generating insightful and exciting new ideas.

Aaron Wells

[email protected]

LOVE SPOILER

Thinketers

Love Spoiler is a speed-dating format where each participant can boot their date off stage with a foot pedal! Our protagonists will be sitting face to face and, from time to time, will learn an uncomfortable truth or spoiler about their date – something they would never reveal on a first date.

And how will they discover it? Thanks to our ‘spoiler couch.’ The contestants will be sitting on our special couch, which will have a screen above it where these truths will be projected. If a contestant wants to end the date because of one of these spoilers, they will press the pedal and the couch will spin, ending the date.


Teo Palomo

Palomo has been head of content at Thinketers since 2021, where he has worked as executive producer of original formats such as The Gesell Chamber (mental health) and international adaptations such as Mommy Knows Best. Previously, his professional career was consolidated within the development department of Cuarzo Banijay, where he adapted numerous international formats and developed projects in genres including factual, reality, gameshows and true crime. He also has experience in advertising, having worked as a scriptwriter and director of spots for agencies and brands such as McCann, Universal and Mahou. 

PARTNERS:

EiTB (Basque Country broadcaster)

Thinketers is a independent production company from Spain dedicated to creating original formats with a unique twist. We’ve led the way in new formats, producing Spain’s first photography talent show, Cam-on!, and Whaat!?, a science series that earned a Venice TV Award nomination. Our dedication to storytelling and innovation also shines through in our branded content projects and advertising campaigns, where we bring fresh perspectives to each project.

Teo Palomo

[email protected]

SKYDANCERS

iZen

On a dance floor or on the ice, doing pole dancing, an intensive diet, TikTok routines or even with dolphins… if you thought you’d seen it all when it comes to dance competitions on TV, buckle up. With incredible challenges and stunning visuals, get ready to redefine dance competitions on TV forever with Skydancers: Who Can Dance Till the Stars?, the first talent show to truly defy gravity.

SkyDancers is the first ‘zero-gravity’ dance contest on TV. In this new primetime competition, the top free-flyers of the nation will compete in front of the public and a jury of professionals in increasingly demanding and spectacular choreographies in a freefall simulator. After a nationwide casting phase where the best contestants of the country will showcase their skills, the top 12 performers will end up joining the competition, where every week they will have to face new spectacular challenges. Featuring solo performers, duos, teams, celebrity guests and sudden-death speed duels, they will be tested like never before, until only the very best reach the grand finale, with the chance to win a head-spinning prize of €150,000! Who will reach for the stars? Who will truly defy gravity?


Eric Marodon
Born in Clermont-Ferrand, France, Marodon is an author and creator working at Izen Group in Spain, with nearly 25 years of experience in the European television industry. He is the co-creator of the reality show Insiders (Netflix Spain), winner of the Best Format Award at Content London 2022 (Black Card), and a finalist at Content London 2023 with The Museum Heist and Kiss of Death, as well as in 2024 with Cooks Island / Robinson’s Kitchen. He also won the Best Feelgood Format Award at Conecta Fiction & Entertainment in Toledo in 2022 (The Detour) and was a finalist in 2023 (Carbon 14) and 2024 (Santa Course), and won the Innova Format Contest in 2025.

Also a graphic designer and 3D artist, Marodon is the co-author and illustrator of the comic book Casa Dei. Passionate about new technologies, he also runs Arc Studio, a virtual production and AI studio based in Paris.

PARTNERS: N/A

iZen is part of the international group Studio TF1. iZen Group is one of the largest groups of independent production companies in Spain. It has over 25 years of experience in the audiovisual production market in Spain and produces more than 4,700 hours a year across all national and regional television networks, as well as productions in many countries. The company can handle any type of project, including fiction formats, entertainment, factual shows, digital series, documentaries and feature films.

Lara Lejarza Herencia

[email protected]

STEAL THE SHOW

Leap Productions

Steal The Show is the world’s first surprise performance competition, where everyday people are ambushed with the ultimate challenge: headline a massive live show with zero warning, no prep and just hours to get stage-ready.

Each episode kicks off with a jaw-dropping twist. A group of unsuspecting friends, co-workers, or communities are interrupted mid-routine – at work, a rehearsal, a party – and told they’ll be starring in a world-class performance the next night, in front of a huge live audience.

With help from top-tier mentors – West End legends, Broadway dancers, pop stars, magicians – contestants are thrown into intense rehearsals, backstage chaos and high-stakes team dynamics.

But this isn’t just a race to rehearse. It’s a game of strategy. Teams can steal iconic songs, costumes, special effects – even performers – from their rivals. Every move counts, and every choice reshapes the show.

Contestants must dig deep to overcome nerves, self-doubt and the ticking clock. The show celebrates raw potential, unexpected brilliance and the magic that happens when ordinary people are pushed into the extraordinary.

When the curtain rises, it’s all or nothing. Talent matters, but so does nerve. The live and at-home audiences decide who truly stole the show, rewarding bold moves, standout performances and unforgettable moments.

This is not just a competition. It’s your one shot to steal the spotlight.
 

Jeff Emerson

Emerson is currently producing and directing his fourth season of the Golf’s Greatest Holes franchise. He also recently produced a three-part series about the takeover of London by activist group Extinction Rebellion, available globally on Prime Video.

Other credits include travel documentary Nick Knowles in Japan (Sky) and 8×30′ BBC Two/Netflix series The Retreat. which he produced and directed. The observational reality series tracked the progress of nine individuals as they went through a 28-day detox, mindfulness and physical exercise programme to see if 28 days are enough to change lives. Critically acclaimed and a ratings slot winner, the series is currently selling internationally.

An experienced producer, director and all around creative, Emerson has worked for agencies, production companies and post-production companies throughout his 30-year career.

PARTNERS: FORMAT FACTORY

Leap Productions – Smart, Impactful Programme Making Founded by commercials director and producer Jeff Emerson, Leap Productions is known for bold, original content across broadcast, digital, and cinematic platforms. As the UK facilitator for major U.S. productions, Leap has worked on global brands like The Great Race (ABC), Keeping Up with the Kardashians (E!), 90 Day Fiancé (TLC), and Dear ___ (Apple). Their documentary slate includes Elton John: Never Too Late (Disney), Thank You, Goodnight: The Bon Jovi Story (Disney+), and the upcoming Mariah Carey feature (2025). Leap’s 8-part series The Retreat for BBC2 was a breakout success, later streaming on Netflix. In 2019, they captured exclusive access to Extinction Rebellion protests, resulting in a 3-part TV series and feature doc Conscientious Protectors. Since 2022, Leap has partnered with The Format Factory to co-develop IP-driven factual formats, always with a focus on strong visuals, standout storytelling, and content that connects.

Jeff Emerson

[email protected]

THE BODY GAME

DjordjeStankovicProduction

‘Every part matters!’

Studio gameshow The Body Game is a hilarious, high-energy physical comedy show where ordinary people take on extraordinary (physical) challenges – using only one body part randomly assigned by the glowing digital Body Map in the centre of the studio.

Before each challenge, the Body Map lights up a specific part – a hand, knee, head, or even a elbow – and that’s the only part the player can use to complete the task. One wrong move, one forbidden touch, and the show’s sharp-eyed referee, the Body Guard, blows the whistle and hits them with a penalty!

Across each episode, players compete in a mix of individual and team challenges, from frantic relays to tricky skill-based challenges, all designed for maximum laughter and unpredictability. In the final showdown, the remaining players race through a wild obstacle course – and can even change their opponent’s assigned body part mid-game!

Safety first: some sensitive body parts are excluded from tasks, and not all are used in every challenge – but each selected part can be used for most of the games.

The format is endlessly adaptable, scalable for any market, and full of transmedia potential, from app extensions where viewers play along with their own Body Map to viral social challenges and celebrity specials.

Colourful, universal and laugh-out-loud funny, The Body Game celebrates coordination and chaos – proving that in this competition, every part matters!


Djordje Stanković
Stanković graduated from the Faculty of Dramatic Arts in Belgrade, Serbia, in 2020 and earned a master’s degree in Film and TV Production in 2022. In 2024, he won the main award at NEM Zagreb’s pitch competition with entertainment format The Right Question.

He works as a screenwriter for Prva TV (Serbia) on numerous entertainment projects, focusing on unscripted formats. He is also the creator and screenwriter of quizshow Hat-Trick for Arena Sport (Serbia)
WRITER, DIRECTOR, PRODUCER: Djordje Stanković

PARTNERS: Partners have not been confirmed yet. I am looking for a coproducer or broadcaster who can help me take this concept to the next stage of development.

LOOKING FOR: At this stage, I’m not specifically seeking brand funding for the project. However, I’m open to potential brand partnerships in later development stages if they naturally align with the show’s theme and audience.

The company is led by Djordje Stankovic, its sole member, with a primary focus on creating and developing entertainment formats with global potential.

Djordje Stanković

[email protected]

your 100 house key art

YOUR 100% HOUSE

Heroes Creative Studio

Moving from their expensive Londons, Amsterdams and Berlins to a dream renovated stone house in Portugal, one of the most safe, cheap and happy countries in Europe, and working remotely from there – isn’t it an option that European middle-aged people consider from time to time when they have chance to slow down a bit and look over their hamster-race lives?

Five couples from different parts of Europe move to Portugal for one year to take part in a never-seen-before renovation contest. They will turn five old and broken stone houses into the home of their dreams. The winners will get their renovated and equipped house for free. But surviving a one-year renovation in a new country and keeping themselves as a couple is the main challenge.

Each of five families with their own stories and reasons to change their lives get a €200,000 budget to buy and renovate an old stone house in Portugal. All five competing teams will have the same amount of time and will start simultaneously. The team that carries out the best renovation receives their house for free. The worst gets a 20% discount from the initial investments in their house (second best has 80% discount, third 60% and fourth 40%). And the value of the house after renovation could rise significantly, so technically they could be buying a half-a-million estate for €40,000… received from the bank as a loan.


Pavlo Cherepin
Cherepin is an award-winning producer, documentary film director and creator of non-scripted formats with 20-plus years of experience in the industry. He is known for sports and current affairs documentaries, action reality shows and interactive edutainment films.

He is the producer and director of documentaries Bulletproof Angels, Nukemailing, Cyberwar 2022, Special Atmosphere, The Line of Attack, Five Finals and Inside Ukraine, and co-creator of non-scripted shows Scarman and Supermatch.

With the beginning of Russia’s full-scale invasion of Ukraine, Cherepin was focused on creating international documentary films that highlighted various aspects of the war for a wide international audience. In particular, the films Cyberwar 2022 and Hunger have been awarded and selected for numerous international film festival programmes. Inside Ukraine, created together with director Kim Yongmi, was recognised by the Hinzpeter Award jury in Korea.

From 2022 to 2024, Cherepin directed and produced a number of documentary developments for Europe’s leading documentary broadcasters, including Arte, DW and SRF. Films produced or directed by Cherepin recently premiered on RTL Germany, CNN Portugal, Docubay India, RTVE Spain, EER Estonia, Al Jazeera and ICTV Ukraine.



Egor Olesov

Olesov is an award-winning producer, writer, director, music composer and media manager. Has more than 20 years of experience in media and content production.

He has produced films including Mr. Jones (Ukrainian Film Academy Awards 2020 / Golden Dzyga nominee, Berlin International Film Festival 2019 / Golden Berlin Bear nominee / Polish Film Festival 2019 winner), The Battle for Sevastopol, Pulse and The Stronghold, as well as animated features Mavka: The Forest Song and The Stolen Princess.

His approach is marked by a dedication to immersive storytelling, whether through strong historical themes or through the use of VFX to elevate the visual experience. His expertise makes him a key figure in producing drama series that blend gripping narratives with high production values.

Olesov is also a member of the European Film Academy, the Ukrainian Film Academy, the Visual Effects Society, the International Game Developer Association and the Ukrainian Television Academy.

PARTNERS: N/A

LOOKING FOR: We are fully open to brand partnerships and sponsorships that align with the renovation, home-improvement and lifestyle themes of the format.

While the core of Your 100% House naturally connects to companies from real estate to construction, renovation, home design and décor – from building materials and tools to furniture, lighting and smart-home technologies – the format is also flexible enough to include a much broader range of integrations.

Potential partners may include food and beverage brands (from snacks to bottled water), cleaning and household care products, and lifestyle goods that fit naturally into the everyday life of our couples.

The show’s authentic, real-life environment allows brands to become part of the story, through product use, visual presence and collaborative challenges, creating organic visibility and strong emotional connection with the audience.

Brand participation will not only support the renovation process but also enhance the show’s credibility and commercial appeal across European markets.

Heroes Creative Studio is an award- winning Ukrainian company. Founded by leading Ukrainian producers, it focuses on producing high-quality audiovisual content and providing content-related services. It is known for feature films, documentaries, digital/TV shows, interactive movies, premium commercials for leading Ukrainian brands and a wide development pipeline of its own IP based on feature films, series and animation projects. The main strategy of the company is to unite the best and motivated creative talents, inspired artists and experienced producers around the development and production of creative content, in a partnership with worldwide industry leaders and with a strong focus on international markets.

Olha Maiboroda

[email protected]

JUDGES

Prince is an award-winning leader in branded entertainment, shaping culture-defining content for brands like Nike, Barclaycard, TUI and eBay. At EssenceMediacom UK (part of wpp media), she creates bold, attention-grabbing campaigns that captivate mainstream audiences and drive cultural conversation – earning recognition at Campaign Media Week, the Broadcast Digital Awards and the Global Festival of Media.

Prince began her career in TV production, developing unscripted formats and documentaries for major broadcasters like the BBC, Channel 4 and Discovery before moving into creative and media agencies, working with Droga5 & BBH. A thought leader and speaker at industry events, she is passionate about mentoring teams and pushing creative boundaries to craft work that resonates and drives results.

Maxwell oversees commissioning for all unscripted content at SBS Australia. This ranges from cutting edge documentaries, to travel and food shows and big entertainment events.  His slate of shows at SBS range from returning series such as Who Do You Think You Are? to landmark documentaries such as The Australian Wars and international entertainment events such as Eurovision. In 2023, he oversaw the commissioning and launch of Alone Australia, the highest rating commission in SBS’s history.

In her role at MTV Entertainment Group International, Parker-Williams applies a strategic, forward-thinking approach to digital storytelling. With extensive expertise in audience engagement and platform-specific content, she leads a talented team of producers and editors in crafting innovative and industry-leading youth content, while also overseeing the commissioning of bold, original programming that amplifies diverse voices and cultivates strong connections with audiences. 

RVBBERDUCK, also known as Doyle is a renowned film director and the co-founder of award-winning creative production company After Party Studios. He ideates and creates culturally relevant ads, content and online films that online audiences want to share – be it through clips on socials or memes in a WhatsApp group chat. 

  

Innovating hand in hand with the world’s biggest platforms, brands and talent, his creative work includes break-out campaigns for the likes of Sky, Netflix, Revolut, o2, and Lucozade.  

  

He regularly collaborates with the likes of Munya Chawawa, Amelia Dimoldenberg, Sidemen and Luke Littler and was also behind the global smash feature-length documentary KSI: Can’t Lose for Sony Pictures. 

  

Having started out at ad agency BBH London, Doyle launched After Party Studios in 2016 after a chance meeting with co-founder and YouTube creator Callux. Their vision was to create content with premium production values that unites the worlds of traditional and digital media, all underpinned by engaging storytelling and good craft – something that remains the same to this day. 

Morrison oversees Plimsoll’s robust factual slate across factual entertainment and documentaries. Additionally, she manages the development team and produces the company’s pitch materials.
Morrison is passionate about creating returnable, entertaining, scalable formats with international appeal that enhance Plimsoll’s thriving slates and champion Bristol as a place for premium productions. The many Plimsoll projects she has developed include Are You My First? (Hulu), Shark! Celebrity Infested Waters (ITV), Handmade: Britain’s Best Woodworker (Channel 4), and Marcus Wareing’s Tales from a Kitchen Garden (BBC).

Rowland is Executive Director of C21 Media, the international publishing and events business that connects the entertainment industry through daily news, screenings and keynote events, including Content London. Rowland is also chair of the Rose d’Or Awards, now in their 63rd year.
He started his career as a journalist and producer in BBC News and Features; joined the leading UK independent production company, Mentorn, as a series editor, then head of development – before launching the successful global production and distribution business, Mentorn International, of which he was managing director.
After leaving Mentorn, Rowland launched his own rights management and strategic advisory firm, Indie TV, which works with leading production companies and media investors. He has been responsible for developing a number of successful TV franchises including Robot Wars, Paradise Hotel, Supernanny and Sing Date.

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