Sony Pictures Television Launches New Business Reality Competition Format ‘The Ultimate Hustle’ (EXCLUSIVE)

Sony Pictures Television is launching a new business reality show format titled “The Ultimate Hustle” at Mipcom this week, Variety can confirm.

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In the eight-episode series, a group of 10 budding entrepreneurs will have to work together – and live together – while taking their side-hustles to the next level.

Over a series of challenges, the contestants will find their skills tested as they try not only to survive but thrive, with the lowest earner eliminated each week. But there’s also a twist: participants can withdraw group earnings from a special cash machine located inside their house to pay for special treats.

“Who will fail to get their hustle off the ground while the others thrive? Who will focus more on spending the group’s hard-earned cash than earning their own? In the end, only one person will take home all the cash earned and be crowned the ultimate hustler,” reads the logline.

“The Ultimate Hustle” was developed by Irish production company Animo TV, winning the Content London format pitch competition in 2023.

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SPT will be launching the paper format at Mipcom in Cannes this week.

“At SPT we are abundantly familiar with the interest there is in the television landscape for business reality, as we have nurtured and grown the ‘Shark Tank’/’Dragons’ Den’ franchise to become a global phenomenon,” said Laura St. Clair, SPT’s SVP for international formats. “‘Ultimate Hustle’ is simply a brilliant, fresh new business reality format, perfectly attuned to contemporary social trends. This is a compulsive, entertaining competition with broad appeal that will engage and galvanize the next generation of entrepreneurs. We are very excited to partner with Animo TV and bring the hustle to the market at Mipcom”.

Debbie Thornton, managing director at Animo TV, added: “Animo is delighted to partner with Sony Pictures Television to bring ‘The Ultimate Hustle’ to a global production partners and broadcasters. SPT have an unparalleled track record in next generation formats in the business space and they were the perfect fit for our ambitions for the format.”

Mipcom runs from Oct. 21 to 24.

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