The Global Quest for a Word-Game Phenomenon: ‘El Rosco’ Eyes the North American Market

At the heart of the global television format industry lies a pursuit that is as elusive as it is lucrative: finding the next "Jeopardy!" or "Wheel of Fortune." This week at Mipcom, the prestigious international content market in Cannes, Valencia-based production powerhouse Good Formats is making a high-stakes play to capture the North American television landscape. Their weapon of choice? The European word-game juggernaut known as El Rosco.

After dominating airwaves across the Atlantic for over two decades, the format is officially crossing the pond. Good Formats is presenting two distinct U.S. pilots—an English-language version titled Run the Ring and a Spanish-language iteration of the classic El Rosco—to potential buyers. This move marks the first time the format, which has seen over 10,000 episodes produced across 12 countries, has set its sights on the American market.

The Evolution of an Intellectual Property: From Italy to the World

To understand the magnitude of this launch, one must look back to 1999. It was then that the format first appeared on Italy’s Canale 5, immediately striking a chord with audiences through its high-tension, fast-paced linguistic challenges. Since its inception, the game has evolved from a local favorite into a cornerstone of international daytime and primetime programming.

According to Andrea Olcese, the original showrunner of the format and a key figure at Good Formats, the journey to the United States has been a meticulous exercise in cultural adaptation. "The format has never aired in North America," Olcese noted during a press briefing at Mipcom. "While its success in Europe is well-documented, bringing it to the U.S. requires more than just a translation; it requires a reimagining of the viewer experience to fit the high-octane pace of American network television."

The history of the show is deeply intertwined with Spanish television presenter Christian Gálvez. A household name in Spain, Gálvez has stood at the helm of the format for more than 3,500 episodes. His involvement in the U.S. pilots—serving as the bridge between the European heritage of the show and its new American iteration—provides a layer of authenticity and continuity that producers hope will resonate with international buyers.

Structuring the American Experience: ‘Run the Ring’

The challenge of adapting a European staple for the American audience fell to Olcese and his creative partner, U.S. producer Lincoln Hiatt. The duo recognized that while the "final ring"—the iconic, circular rapid-fire word challenge that gives the show its name—was a perfect, high-stakes hook, the rest of the show needed to be built from the ground up to satisfy the preferences of domestic viewers.

"What Andrea brought to me was this great gift that we call the final ring," Hiatt explained to Variety. "The front half of the show needed to be created. We had to build a competitive structure that would draw viewers in and keep them hooked before they even reached that high-pressure final sequence."

The resulting pilots represent a strategic divergence in scheduling and format length. Run the Ring is a half-hour, English-language production designed for rapid, high-engagement viewing, while the Spanish-language El Rosco maintains a traditional one-hour running time. This dual-track approach is intentional, aimed at giving broadcasters maximum flexibility in how they integrate the show into their daily lineups.

"Half hours can run back-to-back in prime time with perfect continuity because of the way the champions and the jackpot work," Hiatt noted. This modularity is designed to combat the "audience churn" that plagues many afternoon game shows, encouraging viewers to stick around for multiple segments as the progressive jackpot grows.

The Cult of the Champion: Creating ‘Popular Heroes’

One of the most critical aspects of the American game show ecosystem is the "returning champion." From the legendary runs of Ken Jennings on Jeopardy! to the long-standing dynasties on The Price is Right, the American viewer thrives on the narrative of an ordinary person becoming a celebrity through sustained intellectual dominance.

Hiatt and Olcese have explicitly designed the U.S. versions of El Rosco to foster this dynamic. "All of the essential elements and beats of our format are applied across both editions of the pilot," said Hiatt. "Both feature returning champions who have the potential to become popular heroes the way Ken Jennings was."

By implementing a progressive jackpot system that rewards the champion for consecutive wins, the producers are attempting to manufacture the same "water cooler" buzz that makes veteran American game shows so resilient in the face of streaming competition. The development process, which saw Gálvez working closely with format specialists like Axel Fiacco, Jeff Kmiotek, and consulting producer Aaron Solomon, focused heavily on ensuring that the tension of the final round feels both personal and high-stakes.

Legal Clarity and Rights Distribution

The path to Mipcom was cleared earlier this year by a definitive ruling from Spain’s Supreme Court regarding the intellectual property rights of the game. This legal resolution has provided the necessary stability for Good Formats to pursue aggressive international expansion.

Olcese was quick to clarify the ownership structure to ensure that potential North American partners feel secure in their investment. "MC&F Broadcasting Production and Distribution CV from the Netherlands has created and held all the original rights since 1999," he explained. "From 2012, Good Formats S.L. in Valencia has been the official distributor."

Addressing the role of the Italian media giant Mediaset, which has long been associated with the show, Olcese noted that while Mediaset maintains exclusive rights for Spain and Italy due to their long-standing relationship, they hold no sway over international distribution. This separation is crucial for Good Formats, as it allows them to maintain a clean, unencumbered path for licensing the show to major networks or streaming platforms in the United States and beyond.

Strategic Implications: Beyond North America

While the primary focus at Mipcom is the North American market, the ambitions of the Good Formats team extend far further. The company is actively exploring partnerships in Asian markets, where they have already established a collaborative relationship with the Dubai-based MediaLeisure.

The strategy for this expansion is nuanced. While Good Formats prefers to license directly to major broadcasters and streaming platforms to maintain quality control, they remain open to strategic joint ventures with regional production companies that possess deep local knowledge.

"We are ambitious about reaching a global audience but understand the significant effort this requires," Olcese admitted. "Entering a new market is not just about selling a tape; it’s about ensuring that the local production team understands the ‘heartbeat’ of the format. If you lose the tension of the final ring, you lose the essence of the show."

The Road Ahead

As the Mipcom exhibition continues, the industry is watching closely to see if Run the Ring and the U.S.-based El Rosco can successfully navigate the crowded American landscape. The success of the format will ultimately hinge on whether the "final ring" can capture the American imagination as effectively as it has captivated audiences in Italy, Spain, and across Europe for the past 25 years.

For Good Formats, the goal is simple: to replicate the longevity of the titans of the genre. By combining a proven, decades-old game mechanic with the high-production values and champion-centric narrative arcs that American viewers demand, the company believes they have the winning formula.

As the industry shifts toward shorter, more interactive content, the timing for a fast-paced, high-stakes word game could not be better. Whether it becomes the next big primetime hit or a staple of the daytime syndication circuit, El Rosco is poised to make its mark on the North American television map, bringing a piece of European game-show history into the heart of the U.S. broadcast industry. The players are ready, the ring is set, and for the first time, the clock is ticking for a new generation of American contestants.