• Bloomberg, Tuesday, July 15, 2008 9:30 AM

A new Japanese export is attracting U.S. consumers: television game shows that inflict pain and humiliation for a laugh. For instance, contestants on ABC's "I Survived a Japanese Game Show" had trash hurled at them and were smashed against a car windshield while dressed as bees.

The show got 8 million viewers on its June debut, according to Nielsen. "It was one of the most absurd things we've ever put on the air," says John Saade, ABC executive. But the warm U.S reception means network agents went to Japan this month and are "buying up [similar] formats left and right," he says.

U.S. network executives hope Japanese-style programs will match the success of British imports. Reality and game-based shows took nine of the top 20 spots in Nielsen's latest rankings.

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