The media world is shifting fast. TV and digital are blending, and traditional broadcasters are no longer the gatekeepers of great content. If you need proof, look no further than Beast Games landing on Amazon and Netflix picking up the Sidemen’s Inside. At Objekt, we’ve embraced this shift, pioneering a model that champions the creation and ownership of high-quality digital formats. Our recent success with Clone Heads, a dynamic game show originally developed for Channel 4.0 and now acquired by Banijay Entertainment for global distribution, exemplifies this approach.
Borrowing from TV’s Playbook (But Doing It Our Way)
The TV industry has long understood the power of owning IP. Formats like Big Brother and Got Talent have been adapted worldwide, generating substantial revenue for their creators. We’re taking the same approach, but for a digital-first world. Because great formats don’t just work on TV – they can be launched on YouTube, TikTok, Snapchat, or whatever platform comes next.
A Personal Legacy of Innovation
This philosophy isn’t new to me; it’s deeply rooted in my heritage. My dad, David Frank, was a trailblazer in the 1990s, founding RDF Media and advocating for independent production companies to retain IP rights. He turned formats like Faking It, Wife Swap, and The Secret Millionaire into global hits. That mindset stuck with me. Now, I want to apply the same principles to digital entertainment, ensuring that innovative ideas remain in the hands of their creators.
From Ads to Owning Formats
We started Objekt making ads and branded content. Then we got the itch to make our own digital shows, launching things like Mukbang Dates on Snapchat. That led to digital commissions from broadcasters, publishers, and influencers, and before we knew it, we were building a portfolio of formats.
Then we had an idea: what if brands let us keep ownership of the IP (or at least secondary rights) in exchange for a lower upfront cost? This strategy allows brands to access premium content without bearing the full financial burden. Suddenly, we’re not just service providers—we are format owners, with the ability to distribute and monetise content beyond the original deal.
The Clone Heads Milestone
Enter Clone Heads—a ridiculous, hilarious game show where influencers and their balloon-headed clones compete in chaotic challenges. Channel 4.0 took the punt on it first, but Banijay saw the potential and snapped up the format for global distribution. This partnership not only validates our approach but also exemplifies the potential for digital formats to achieve international success. Don’t just take my word for it… as Helen Greatorex at Banijay put it, Clone Heads is “pure, unfiltered fun—a visually striking, endlessly entertaining format, and a perfect showcase for creator talent, with the potential to captivate audiences globally through its adaptability and broad appeal.”
Clone Heads
Owning Your Formats = Long-Term Potential Wins
Holding onto IP isn’t just about creative control—it’s smart business. When you own the rights, you can sell, license, and rework your content across multiple platforms and markets. It turns a one-off commission into a long-term revenue stream. And in a world where digital content is exploding, having control over unique, repeatable formats is a serious advantage.
What’s Next?
The media landscape will continue to evolve, presenting challenges and opportunities in equal measure. And we’re here to make sure we stay ahead of the game. Whether it’s working with brands, broadcasters, or influencers, our goal is to create formats that not only engage audiences but also have a life beyond the first platform they appear on. Because in this space, content isn’t just content—it’s a business, and format ownership is the future.
Bart Frank is Co-Founder & Creative Director of Objekt
