Format

Banijay Entertainment is expanding its global formats portfolio with the acquisition of Battleground, a high-octane, youth-skewing fitness competition format from Mumbai-based Rusk Media.

The deal marks a strategic move into the fast-growing fitness-entertainment space, while reinforcing Banijay’s focus on scaling digital-first, talent-driven franchises with strong audience engagement.

Blending physical sport, reality drama and interactivity, Battleground follows fitness creators as they compete across a three-stage structure, including a signature Fight Club. Divided into four teams, contestants face challenges testing flexibility, endurance, agility, strength and speed, with 24/7 cameras powering the format’s immersive reality engine. Each team is guided by a mentor who strategically deploys “power plays” to bid, trade and outmanoeuvre rivals throughout the competition.

The format has already demonstrated significant traction, with its first season generating more than 20 million views and 2.5 billion social media impressions across India, underlining its strong appeal among younger audiences and its viral potential.

Helen Greatorex, Head of Format Acquisitions at Banijay Entertainment, said: “Battleground sits at the intersection of creator culture, community fandom and intense sportainment competition. The large-scale athletic battles deliver genuine spectacle; while evolving alliances, rivalries and gameplay bring fresh competitive energy. This is a format with true global potential, tapping directly into the creator-driven landscape driving viewership today.”

Mayank Yadav, CEO and co-founder of Rusk Media, added: “Battleground was built as a premium, digital-first format created for scale, consistency, and deep audience engagement. Partnering with Banijay Entertainment is a significant step in that journey, bringing together creative vision and strategic expertise to further strengthen the format. By combining competitive intensity with real, relatable storytelling, the show creates a compelling viewing experience, while offering brands an opportunity to integrate organically and connect with audiences in a more meaningful way.”