Vietnam was Asia’s most active formats market in the first quarter of this year, with 46 titles on air, in production or signed and in waiting.

ContentAsia’s updated Formats Outlook puts China second in volume rankings, with 28 formats, although China is by far the biggest market in dollar terms, with production budgets that dwarf anything being spent in the region (excluding Australia). "The Voice of China" season four, for instance, had a production budget north of more than RMB100 million/US$16 million.

In third place is Thailand, with 26 formats. These are primarily game/competition shows, topped by big-brand titles "MasterChef Thailand" and "Thailand’s Got Talent" season six. The single drama on the list is "Gossip Girl Thailand".

Vietnam’s position at the top of the volume list is not a surprise. The country has been a formats driver for years, and 2016 kicked off with everything from the 10th season of "Deal or No Deal Vietnam" to season seven of "Vietnam’s Next Top Model".

FremantleMedia Asia and Endemol Shine Group Asia are the clear leaders in the region, separated by more than 20 titles from their closest rival. Both are also in the cross hairs on returns of two of the three biggest regional formats last year – "Asia’s Got Talent" (FremantleMedia for Sony Pictures Networks Asia’s AXN) and "MasterChef Asia" (Endemol Shine for A+E Networks Asia’s Lifetime).

Asia's other big regional format – "Asia’s Next Top Model" season four – premiered in March on Fox Networks Group’s female-focused StarWorld. FremantleMedia Asia was the production house for season four; the series was previously produced by IceTV, ActiveTV Asia and Beach House Pictures.

Excluding India, FremantleMedia Asia and Endemol Shine Asia run neck and neck with 39 formats each. NBCUniversal, in third place, has 14, including two versions of "Top Chef" (Indonesia, Vietnam).

FremantleMedia Asia’s slate includes six versions of "Got Talent" (Cambodia, Mongolia, Myanmar, Philippines, Thailand, Vietnam); three versions of "X Factor" (Cambodia, Myanmar, Vietnam); six series of "Family Feud", including two seasons – 13 and 14 – in Vietnam.

Endemol Shine has five "MasterChef" series, including seasons one and two in Cambodia; two versions of "Big Brother" (China, Philippines); and three versions of "Your Face Sounds Familiar" (Cambodia, Thailand, Vietnam).

In China, FremantleMedia has three format deals – "Date With Fate", "The Eureka Moment" and "To Tell The Truth". Endemol Shine has four – "Big Brother China", "The Brain" season three, "Don’t Stop Me Now" and "Singer Takes It All".

Data from ContentAsia’s Formats Outlook@ Mip TV 2016, published on 24 March.