Banijay Entertainment has expanded its unscripted portfolio by acquiring the global rights to ‘Battleground’, a fitness-based competition format created by Mumbai-based Rusk Media. The move signals Banijay’s growing focus on digital-first, youth-driven content with strong global scalability.

According to a Banijay release, the deal marks a strategic entry into the fitness-entertainment space, tapping into the rising popularity of creator-led formats and high-engagement reality programming. With ‘Battleground’, the company aims to blend sport, storytelling, and audience interactivity into a format designed for global consumption.

The show combines elements of physical competition and reality drama, following fitness creators as they compete across multiple stages, including a signature “Fight Club”. Divided into four teams, participants are tested on endurance, strength, agility, flexibility, and speed, while continuous camera coverage adds to the immersive reality experience. Mentors play a key role in shaping the competition, using strategic moves to influence team dynamics and outcomes.

The format has already demonstrated strong traction, with its first season generating over 20 million views and 2.5 billion social media impressions across India. This early success highlights its potential to resonate with younger audiences and scale across markets.

Helen Greatorex, Head of Format Acquisitions at Banijay Entertainment, said the format sits at the intersection of creator culture, fandom, and competitive sport, offering both spectacle and evolving interpersonal dynamics. She emphasised its potential to engage audiences globally through a mix of athletic intensity and strategic gameplay.

Mayank Yadav, CEO and co-founder of Rusk Media, described ‘Battleground’ as a premium digital-first format built for scale and deep audience engagement. He noted that the partnership with Banijay brings together creative vision and global expertise, helping to further strengthen and expand the format’s reach.

With this addition, Battleground joins Banijay’s growing catalogue of international formats, including ‘Ninja Warrior’, ‘Werewolves’, and ‘All Star Hide and Seek’, reinforcing the company’s strategy of investing in distinctive, high-impact content that aligns with evolving viewer preferences.