Original or acquired format?
Acquired program. Hallmark Channel was the exclusive channel to watch the inaugural season of the unscripted series first and exclusively in 22 territories across Asia.
Why has it been chosen as a case study? What measurables do you have eg ratings, viewer voting, web traffic, contests, press coverage?
The Biggest Loser Asia is tremendously successful on Hallmark Channel. Not only has it become a staple program for viewers across Asia, TBLA has propelled Hallmark Channel to the top with its excellent ratings in key markets like Malaysia and Singapore during its timeslot for all viewers (six plus in Malaysia, four plus in Singapore).
In fact, its highly anticipated season finale was the runaway ratings winner for its timeslot last Tuesday, March 9.Hallmark Channel was the #1 Pay TV channel and #2 channel among Total TV including free-to-air channels (Astro 6+) in Malaysia. This extended its five week streak as the Top English Astro channel as Malaysians tuned in to The Biggest Loser Asia finale, which was filmed in front of a live studio audience in Kuala Lumpur just hours before its broadcast. Singapore viewers continued to follow the series all the way up to the finals and drove Hallmark Channel to the #1 spot table among all English language cable channels (Cable 4+).
Besides its high ratings, TBLA has garnered a huge following in the region on popular social media site facebook at close to 20,000 fans on its facebook fan page.
TBLA also blanketed the press since its call for participation in June 2009. Its winner results from the finale on 9 March 2010 even made it to the news pages of the top dailies from Singapore, Malaysia, Indonesia, Hong Kong and Thailand.
Some achievements of TBLA in the press: – Page one feature story in The Sunday Times, Singapore’s national English newspaper with the highest circulation – Page two of the news section of Hong Kong’s #1 daily newspaper, Apple Daily – Entertainment cover of Thailand’s most read daily English newspaper, Bangkok Post. – Variety of covers of Host Sarimah Ibrahim and trainers in Malaysia and Indonesia fitness and health magazines – TBLA consistently in the news every month across the region
In what ways was it adapted for different markets and why?
Hallmark Channel rolled out a series of regional on-air, marketing and publicity campaigns to create buzz and build the excitement for TBLA.
In markets like Indonesia, print ads and cross promos in local language were created. Even a media writing contest was held amongst Indonesia media, where the journalist who wrote the best story on TBLA would win a trip to the TBLA finale in Malaysia.
In Malaysia, Hallmark Channel worked with well-known talents from its platform partner Astro to create unique local celebrity vignettes in anticipation of TBLA’s premiere on Hallmark Channel last November. In a variety of vignettes, Malaysians got to watch these local celebs undergo The Biggest Loser Asia’s intense fitness routine.
Further plans/hopes for this format in Asia Pacific?
There will be season 2. Look out for news of it soon.
Accolades:
• Top ten most googled topic in Malaysia!* Nov 26 – Dec 3 2009
• Over 19,000 fans on its dedicated fanpage on top social networking site Facebook.
• #1 Hallmark program in South East Asia 2009* Singapore, Malaysia
• Hallmark channel remains the #1 in Malaysia amongst all English Astro channels for the past 5 consecutive weeks (as of 2 March 2010)
Factoids:
• 2000 applications
• Four cities of auditions starting in June 2009 (Singapore, Malaysia, Philippines, Indonesia)
• 16 Asian contestants from Singapore Malaysia, Philippines, Hong Kong, Thailand and India.
• 12 weeks of Biggest Loser Asia camp
• Prize money: US$100,000 and Renault car for winner
• Inshow sponsors include Fitness First. On air sponsors: Nestle Malaysia, The Biggest Loser Club Asia
