This article focuses on aspects of belonging the producers of reality TV programmes address in the staging of emotions. Based on interview statements by 12 experts from the field of national and international reality TV format production, we argue as follows: on the one hand, producers in reality TV shows address belonging as a perceived cultural proximity to trans-local meta-narratives of a longing for change, romantic love, competition and victory. The producers associate these trans-local meta-narratives with allegedly universal emotions. On the other hand, the producers address belonging as a perceived cultural proximity to local cultural discourses on beauty ideals and combine these with a specific local cultural performance of emotions. The results show that an emotional repertoire is developed and negotiated in the adaptation process of trans-local formats. It refers to universalistic understanding of emotional display and negotiates specific “feeling rules” accordingly.