Car-themed entertainment show "Trade Up," is set to debut in China later this year. That follows a deal between state-backed China Central Television and Keshet International, the format arm of Israeli TV group Keshet Broadcasting.
The show involves deserving families getting the chance to win a car, and then being offered the chance to trade up to a better model.
" 'Trade Up' is an aspirational show for the upwardly mobile Chinese population. It creates organic product placement opportunities and a seamless, credible promotional platform for brands looking to get close to their audiences – through a genuinely fun and entertaining experience," said Gary Pudney, head of Keshet International Asia.
" 'Trade Up' presents the ultimate win-win for us in terms of its appeal to both our audience and our advertising partners. We’re delighted to bring this fun and energetic concept to China where it will be very well received," Jared Jiang, CCTV program director, said in a statement. CCTV has reportedly already lined up a sponsor.
The underlying show has been a ratings winner in Israel for the past three years. The format was previously licensed to Discovery Italia in 2015.
Other Keshet formats that have recently been licensed for Asian reinterpretation include premium drama format Prisoners of War to Star Plus in India, and variety-game show Who’s On Top, picked up by RCTI Indonesia.