The Underdog: Josh Must Win

Primal Media worked with GroupM Motion Entertainment to develop and co-produce this innovative reality format for E4 and Channel 4's streaming service. The Underdog: Josh Must Win sees a gorgeous, confident, larger-than-life cast compete in a popularity contest, which they believe is called The Favourite, hosted by presenter Nick Grimshaw. However, amongst the polished cast is a 'regular guy' underdog called Josh. Whilst all the players (including Josh) believe they are battling it out to be the most popular and win a cash prize on The Favourite, what none of them know is that living next door is a group of celebrities - Grimshaw, Vicky Pattison, Amber Gill and Pete Wicks - who are masterminding their own game of strategy and doing everything they can to ensure that Josh wins the show. 

STV Studios has signed a series development deal with NBCUniversal for the Underdog format in the US.