MTV's 'Ridiculousness' to Get Local Versions in Southern Europe, Africa
The Netherlands and Belgium are also getting one of five new localized versions of the hit show featuring viral videos.
MTV viral video hit show Ridiculousness is getting five localized versions in international markets.
Viacom's Viacom International Media Networks South Europe, Middle East and Africa cluster said Monday that it is producing the five versions for MTV in Spain, France, Italy, Africa and the Netherlands/Belgium.
The localized versions will be recorded in Spain. "The production embodies MTV’s focus on content that has both strong local appeal and the legs to travel internationally," the company said.
Said Laura Abril, senior vp of youth & music and kids & family brands at VIMN SEMEA: "Glocal content remains a key objective and driver of our business. By taking a well-known property like Ridiculousness, built on highly transferrable and digitally friendly content, and adding hosts and guest stars who are well-known in their home countries, we have the opportunity to personalize the same material for each country’s audience, leveraging our hosts’ existing fan bases to boost tune-in and taking advantage of the highly shareable nature of the content to engage our audiences in the multi-platform space as well."
The new versions of the show, which features funny, bizarre and extreme online videos, are produced by Spanish company La Competencia Producciones and will begin rolling out on MTV channels in Europe starting in late spring.