China swaps blondes for long hair

A Chinese version of Dutch gameshow format Beat the Blondes is in the works after 3C Media licensed the rights from Eyeworks.

3C will produce 13 episodes this spring for regional free TV channels in Jiangxi, Henan, Chongqing, Shanxi, Qingdao TV and Hubei, with more to be added soon.

The deal is the first for the format in Asia and, according to the parties involved, it will be “adapted to include beautiful women with long hair in the place of the blondes.”

“We are using long-haired girls instead of blondes due to the traditional Chinese saying, ‘Women’s wit does not match their long hair, thus women are short-sighted,’” said 3C Media president and CEO Xichen Liu.

“We believe this combination of traditional culture and modern entertainment will make the show receive high ratings on all the regional channels across China.”

The original version is based on Western stereotypes, pitting one contestant against 50 blonde women to see who’s smartest.

It’s Eyeworks’ second flagship format to make it to China, following Celebrity Splash last year.

Jeff Goldman, co-MD of the company’s international distribution arm, said the Chinese TV market was thriving. “Beat the Blondes is a proven format and this adaptation will surely entertain audiences in Asia as it has those across Europe,” he added.

The show, which debuted on Nederland 3 in Holland, and its spin-off The Line-Up have already been remade in 10 countries, including Russia (RTR), Turkey (Fox), Germany (RTL II) and Romania (Antena).

Eyeworks is currently the subject of takeover speculation, with Warner Bros said to be circling the firm.