Asian prodcos seek Israel’s Upgrade

Two production outfits in Asia are developing local versions of an Israeli home improvement gameshow format for Thailand, Vietnam and Myanmar.

Content Lab, part of Bangkok-based JSL Global Media Group, has picked up rights to Upgrade from distributor Armoza Formats and is now pitching it to broadcasters in Thailand.

Meanwhile, the recently launched Asian production arm of French producer and distributor Lagardère Entertainment has taken the rights to the gameshow for Vietnam and Myanmar.

Chinese state broadcaster CCTV has already aired three seasons of its version of the show, which sees a celebrity offer to replace a family’s belongings with better items by asking a series of questions. If they answer incorrectly, however, the family risks losing the belongings they own.

Created by Saar Brodsky, Rodrigo Gonzales and Gilli Golan and developed by Armoza Formats and Tanin Productions, the show has now aired in 18 territories, including Norway, Russia and Denmark.