We use cookies to improve your experience on our website, to personalize content and to analyse our traffic. We share information about your use of our website, advertising and analytics partners, who may combine it with other information that you have provided to them or that they have collected from your use of their services.Please click [Accept All Cookies] if you agree with the use of all of our cookies.

　

News

Gyokuro Studio's debut formats for MIPCOM2025

2025-09-08 00:00:00.0

NIPPON TV ANNOUNCES THREE NEW UNSCRIPTED FORMATS
FOR MIPCOM 2025

Mega Catch and Secret Little Assistant are from the newly established Gyokuro Studio,
Nippon TV's production studio dedicated to content development for the global audience
and will be presented at the Treasure Box Japan event during MIPCOM
 


TOKYO, JAPAN - September 8, 2025 - Nippon TV, Japan's leading multiplatform entertainment powerhouse announced today that the company will unveil three new unscripted formats for MIPCOM 2025 including two debut formats from Gyokuro Studio, pronounced "gyo-koo-roh" studio, Nippon TV's newly established in-house production studio dedicated to content development for the global audience. The announcement was made today by Sayako Aoki, Head of International Sales, Content Business and Distribution, Nippon TV.

Gyokuro Studio will bring to the market two brand-new formats each with distinct characteristics, both appealing to the broader global audience. Mega Catch, a thrilling, action-packed gameshow is a format where players must catch massive flying objects without dropping them to win each round and claim the cash prize. The challenges, which include everything from giant balls falling from the sky to blazing fastballs, are intense and relentless, placing players under extreme pressure where a single missed catch results in elimination.

Secret Little Assistant is a heartwarming kids' reality format where children secretly sneak into their parents' workplaces and try to help out without getting caught. The format is developed based on the success of Nippon TV's global hit kids-related format Old Enough!, which has been adapted in Italy, UK, Vietnam, China, Singapore, Canada and Mongolia.

Nippon TV is also unveiling Big Bad Bluff, a reality gameshow format where classic fairy tales like "The Three Little Pigs" turn into twisted mind games, and contestants must bluff and outplay one another to get the prize money. The show reveals unexpected twists, with seemingly innocent players turning out to be master bluffers.

Mega Catch and Secret Little Assistant will be showcased in detail at MIPCOM's Treasure Box Japan event on Monday, October 13, at 4:00 PM at Hi5 Studio.

Quote from Sayako Aoki:
"We're excited to present our diverse slate at MIPCOM. While each of our projects has a unique origin, they all have the potential to resonate with an international audience. In alignment with the industry's focus on the creator economy, two of our new formats come from Gyokuro Studio, our recently established in- house studio dedicated to developing bold, creator-driven ideas for outside Japan. Whether you're looking for a thrilling game that tests your reflexes, a heartwarming reality show about the bond between parents and kids, or a dive into the world of twisted fairytales, we are ready to collaborate and bring a fresh viewing experience to audiences worldwide."

Details on the new titles are below:

Mega Catch：
Mega Catch is the ultimate showdown where a single rule decides everything: catch it and survive-miss it and you're out. Round after round, the competition intensifies until just one player remains to claim the cash prize. This is no ordinary game of catch. These are colossal, jaw-dropping challenges designed to deliver pure spectacle. A giant ball comes crashing down from the sky. A sandbag heavier than the contestant swings like a wrecking ball. A blistering 200km/h fastball rocket straight at them. The objects get bigger, faster, and more dangerous-and the tension rises with every attempt. It's always a matter of a split second that decides their fate. The final round is a winner-takes-all battle among the survivors. Mega Catch will keep audiences hooked until the very last catch. https://www.ntv.co.jp/english/pc/2025/09/mega-catch.html

Secret Little Assistant：
Secret Little Assistant is a heartwarming reality series where children secretly visit their parents' workplace to help as undercover assistants. It's a joyful blend of mischief, emotion, and family love. The "masterminds" are the children. The "targets" are their unsuspecting parents. Filming begins under the guise of a workplace documentary, but there's a hidden mission: the children-the "secret little assistants"-quietly step in to support their hardworking moms and dads without being spotted. With occasional help from kind coworkers at times, the children problem-solve, think on their feet, and gain a new appreciation for their parents' daily lives. In the final reveal, the children surprise their parents with gratitude and love. This format is an uplifting journey through the eyes of both child and parent.
https://www.ntv.co.jp/english/pc/2025/09/secret-little-assistant.html

Big Bad Bluff：
Big Bad Bluff is a fairytale-inspired competition where ten celebrities enter twisted storybook worlds. Beneath the charm lies a game of bluff, misdirection, and mind tricks. Only the sharpest minds win the cash prize. In the stage of The Three Little Pigs, the players bluff to secure safe houses, while in Snow White's poisoned apple challenge, players pass poisoned apples to avoid disqualification. Even eliminated players can return for a final twist in a game of The Honest Woodcutter, potentially turning one last bluff into victory and a cash prize. With a flexible structure drawing from countless globally renowned fairy tales, this gameshow brings new strategies, surprising bluffs, and shocking twists from even the most innocent-looking players promising endless variations filled with tension, deception and dramatic reveals. The only way to a happy ending is to bluff it better than the rivals.
https://www.ntv.co.jp/english/pc/2025/09/big-bad-bluff.html

ABOUT GYOKURO STUDIO
Gyokuro Studio, launched by Nippon TV, the Japan-based multi-platform entertainment powerhouse, is an in-house production studio dedicated to developing premiun content including unscripted formats for the global market. Gyokuro Studio co-creates with top in-house talent as well as leading independent creators in Japan to deliver premium Japanese content to the world. The studio is headed by Ken Akiyama, who has served in key roles such as the chief producer of multiple prime time entertainment shows at Nippon TV. Akiyama has been crucial behind the development of unscripted formats including Block Out, which has been successfully adapted in Thailand, Vietnam, Indonesia, Mongolia, Spain, and the Netherlands, Pharaoh!, and Meet Me There, while also producing branded content for luxury houses such as Cartier, Boucheron, and FENDI in Japan.
Gyokuro Studio plans to develop 10 unscripted titles each year, reaching a total of 100 titles over the next 10 years.
Gyokuro Studio

ABOUT NIPPON TV
Nippon TV is Japan's leading multiplatform entertainment powerhouse, as well as owner of streaming giant Hulu in Japan. Nearly 90% of its content IP is fully owned by Nippon TV and the company has been active in bringing its content to the international market in the form of anime, ready-made programs, formats, and through co-production partnerships.
Their scripted format Mother is recognized as the format with the most number of adaptations in the world by an Asian series, with local versions produced in South Korea, Turkey, Ukraine, Thailand, China, France, Spain, Mongolia, The Philippines, Greece, and Saudi Arabia.
The company has also recently announced Nippon TV LA Business Office, the co-development and sales headquarters for US/LatAm, dedicated to unscripted formats.
Nippon TV website⼁LinkedIn ⼁Nippon TV LA Business Office