The Ultimate Hustle from Irish production company Animo TV

MIPCOM: Sony Pictures Television (SPT) is bringing a new twist on the business reality competition to Cannes with The Ultimate Hustle.

Developed by Irish production company Animo TV, The Ultimate Hustle challenges budding entrepreneurs to take their side-hustle skills to the next level.

Across eight episodes, 10 hustlers live together and face a new money-making challenge each week, with the lowest earner being eliminated. Each participant can also use the group’s earnings to pay for special treats by withdrawing money from a cash machine inside the house.

The Ultimate Hustle won the Content London format pitch competition 2023, and now SPT is launching the paper format to the market at Mipcom here in Cannes this week.