London – Independent television distributor all3media international has picked up its first format from South Africa, signing international distribution rights to Ultimate Braai Master from Cape Town-based Cooked in Africa Films.
Presenting the toughest outdoor cooking competition ever seen, as amateur chefs are challenged to cook in the great outdoors, Ultimate Braai Master, currently in production for its third season, has already proved a huge hit for terrestrial broadcaster SABC in South Africa. A first series commission of 13 episodes was quickly followed by a second commission — both series have attracted significant numbers making the show a ratings phenomenon within the highly competitive local cooking and food TV show category. It attracted double the audiences of classic formats such as MasterChef South Africa throughout its premiere run and triple the audiences of Come Dine With Me South Africa. The show delivered consistently high audience ratings across the two seasons, with season two eclipsing the debut show, resulting in a third consecutive series being taken up by leading independent terrestrial broadcaster, ETV.
Nick Smith, VP Formats at all3media international commented: “We’re delighted to secure Ultimate Braai Master for our portfolio, marking our first format acquisition from Africa. Cooked in Africa Films has developed an impressive original format which is perfect for international adaptation. With a fantastic track record of success from South Africa — where it attracted a diverse audience of appointment viewers, including 45 percent share of male viewers — and the opportunity for broadcasters to produce a highly cost-effective version on location, we’re confident Ultimate Braai Master will be in hot demand when we launch the show at MIP.”
Cooked in Africa Film’s Executive Producer, Peter Gird said: “Producers the world over need to create entertaining, relevant and inspiring formats that viewers actively choose to engage with. We were intent on creating a series that reflected the South African psyche, showcasing the local approach to food preparation – it’s in our nature to cook in the great outdoors – instead of replicating international content. Ultimate Braai Master has enjoyed a record-breaking response by local audiences in the cooking competition genre and we are exceptionally proud to have a hit show represented by all3media international in the global formats market. It’s a tremendous validation of the series’ entertainment values and the accessibility of its subject matter to international audiences.”
Ultimate Braai Master sees fifteen pairs of amateur chefs thrown out of their comfort zone and into an extreme cuisine 60-day road trip that takes the 30 contestants to 13 spectacular off-the-beaten-track locations where they are expected to compete in various challenges and push the boundaries on what can be produced on an open fire. From catching and cooking their own fish and game, to recreating traditional or cutting-edge cuisine, they must cook for the judges – and for survival – if they want to win the title, the cash and the 4×4 vehicle.
According to Lara Black, Cooked in Africa Film’s Business Development Director: “Ultimate Braai Master was created as a multiple franchise model with legs to be replicated in multiple territories. By launching on a local free-to-air channel supported by a national print, radio and digital campaign, the show became relevant to all South Africans, creating an opportunity for our sponsors to build a powerful associative link to the editorial values of the entertainment, and further leverage their investment via on-air and through-the-line elements around the TV series that included a cook book brand and extension food and general merchandising products.”
