Gravity Media and Green Couch Entertainment have partnered to produce unscripted formats for international broadcasters and streaming platforms through Gravity’s in-house Format Lab.
Gravity Media and Green Couch Entertainment in Los Angeles have formed a strategic partnership to develop and produce unscripted formats for international broadcasters and streaming platforms.
Announced ahead of the MIP London 2026 TV market in February, their partnership brings together Gravity Media's TV studios, production hubs and technical expertise, located across the UK, Australia and Europe, with Green Couch Entertainment's speciality in format creation and global development. This collaboration will deliver a regular pipeline of programming and content for Gravity Media Group’s in-house Format Lab.
The Format Lab
The Format Lab team assists in the development and creation of TV formats for exploitation by networks and streaming platforms around the world. Because this team can take advantage of Gravity’s studio locations across Europe and Australia, as well as the company’s technical expertise and experience, the Formats Lab is equipped to produce any format, in any location for worldwide distribution.
Green Couch Entertainment will now work with Gravity Media in developing further TV formats that will appeal to global markets.
The Format Lab will focus on game shows, social experiments and entertainment built for international adaptation, with an emphasis on scalable IP and integrated brand partnerships. Game show formats are valuable, owing to their repeatable structure that makes a show work throughout the season. Generally, a format includes rules, staging, tension mechanics, the role of host and contestants – extending to the emotional journey of participants.
Typically, the best formats for this type of show have a simple, explainable premise, a clear risk and some mechanism for audience engagement. They also rely on a ‘hook’, an element or theme that makes people continue watching and come back regularly. Because of their value, trading in formats has become an essential part of the global TV industry. For instance, a successful format could be sold and local versions adapted to different cultures while keeping the core format intact.
Green Couch Entertainment’s unscripted formats are built for global audiences with a focus on visually distinctive worlds, innovative game mechanics and brand-integrated storytelling. Gravity Media operates end-to-end media services, facilities, productions and content delivery, distributed from operations across Europe, America and Asia-Pacific. Its expertise supports outside broadcast, studios, live and remote production, post, cloud-based workflows and specialist camera systems.
Built from the Ground Up
"As the content landscape continues to evolve, partnerships like this one will allow us to move faster, think bigger and build IP that travels globally," John Newton, Chairman and CEO of Gravity Media, said. "Green Couch Entertainment brings inventive creative instinct and strong understanding of how to build formats that resonate with today's streaming audiences. Combining that with Gravity Media's production ecosystem creates a powerful platform for scalable, high-quality unscripted programming."
As part of the collaboration, the Format Lab and Green Couch Entertainment will co-develop the new formats from the ground up, where they already have global partners to work with, all of whom have used Gravity Media's very large studio infrastructure and Green Couch's creative leadership to deliver effective, cost-efficient productions tailored for streamers and broadcasters around the world.
The Format Lab will also consider third party ideas and pre-existing formats, delivering pilots and series at considerably reduced cost while building advertiser integration directly into format design.
"Gravity Media gives us a true global production backbone – not just studios, but a deep understanding of how to operationalise ambitious ideas thanks to the company's prowess in delivering live sports and entertainment coverage," said Scott Weiner, Founder of Green Crouch Entertainment. "This partnership allows us to focus on what we do best – creating bold, talent-driven formats, knowing we have the scale and execution to support them." www.gravitymedia.com
