Full Breakdown
Tokyo Broadcasting System Hires Veteran Format Executive Elwin de Groot to Accelerate U.S. Expansion
5/22/2026, 1:11:45 PM
Core Event: Senior Unscripted Development Executive Appointment
Tokyo Broadcasting System (TBS) announced that Elwin de Groot—formerly of MTV Entertainment Studios, Armoza Formats and other unscripted producers—will join as senior unscripted development executive. After an 18-month advisory stint that helped open TBS’s Los Angeles office, de Groot now leads the effort to create original IP and adapt existing formats for U.S. audiences. He helped launch the LA office, oversaw the first Kasso Fest in Long Beach in March 2026, and was formally hired in June 2026 as “American Ninja Warrior” prepares for its 18th U.S. season this summer.
Background & Context: Format Successes and U.S. Push
TBS is known for “American Ninja Warrior,” now in its 18th NBC season, and for “Kasso,” a skate-boarding series that completed three Japanese seasons and held its first live “Kasso Fest” in Long Beach in March. These shows illustrate TBS’s strategy to export Japanese formats and develop new concepts for the U.S. unscripted market.
Key Figures
Elwin de Groot, who co-created Fox’s “The Four,” NBC’s “I Can Do That,” and ITV’s “Babushka,” joins TBS. Chief product officer Goshu Segawa praised his cross-market instincts, and sales executive Shuji Maeda moved from Tokyo to Los Angeles to support the U.S. push.
Why It Matters
The hire shows TBS’s intent to expand in the lucrative U.S. unscripted market, where format adaptation drives ratings and syndication revenue. De Groot’s track record of turning concepts into global hits should help diversify American line-ups with Japanese-originated ideas and broaden cross-cultural pipelines.
Official Statements & Responses
De Groot said he is “thrilled to be working with TBS to expand its presence in the U.S. market,” praising its “impressive catalog” and “bold and distinctive” vision. Segawa added that TBS’s success rests on “relationships and instincts,” and praised de Groot’s “keen eye for what works across many markets and cultures.” Both convey confidence in bringing TBS’s format expertise to U.S. viewers.
Conflicting Reports & Gaps
All sources confirm the appointment and recent activities; specific U.S. projects remain undisclosed, and no dissenting commentary has appeared.
Verbatim Quotes
- “I am thrilled to be working with TBS to expand its presence in the U.S. market,” — Elwin de Groot, Senior Unscripted Development Executive
- “Their impressive catalog is bold and distinctive, and their creative vision continues to push boundaries in the format space.” — Elwin de Groot
- “TBS’s success is built on relationships and instincts, and Elwin has spent decades proving he has both,” — Goshu Segawa, Chief Product Officer, TBS International
- “He has a keen eye for what works across many markets and cultures and a proven track record of taking formats from concept to international hit.” — Goshu Segawa
What’s Next
TBS will pitch “Kasso” internationally, develop new original IP for the U.S., and continue adapting its catalog for American broadcasters and streaming platforms throughout 2026 and beyond.
