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Two Euro nets want to Upgrade
Networks in the eastern European markets of Turkey and Romania are the latest to pick up Israeli gameshow format Upgrade for local production, its distributor Armoza Formats has confirmed.
Romanian commercial broadcaster Prima TV, part of the ProSiebenSat.1 group, will launch a primetime season of 20 weekly episodes this spring, produced in-house. In Turkey, meanwhile, broadcaster Show TV will premiere a season of 13 episodes, produced by local outfit 18 Productions.
The two deals come after Armoza licensed the format to Norway's largest commercial channel TV2; Zodiak Entertainment's production units in Sweden, Holland and Belgium; and FremantleMedia in Germany and France. Greece's Studio Alfa is also developing a local version.
"In this economic climate, a gameshow like Upgrade strikes a chord with a global audience because it's about real people looking for ways to upgrade their own lives in a realistic way," said the distributor's CEO Avi Armoza. "For broadcasters and advertisers, Upgrade offers a unique opportunity for sponsorship and product placement."
Ed Waller
11 Feb 2010
© C21 Media 2010
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