London – Endemol announced on March 3 that its global entertainment format Your Face Sounds Familiar has sold to the Middle East for the first time.

The celebrity talent show with a comedy twist has been commissioned for a 10-episode, weekly prime time series by MBC, the largest channel group in the region. Produced by Endemol Middle East, the programme will feature well-known local personalities and air on MBC4 and MBC Egypt.

Lara Haddad, Managing Director of Endemol Middle East commented: “Your Face Sounds Familiar is a proven worldwide hit and we’re extremely pleased to be bringing the show to the Middle East for the very first time. Celebrity talent formats are hugely popular in the region and we expect MBC’s audiences will love watching well-known faces delivering iconic musical performances each week.”

Endemol has also devised a new format Your Face Sounds Familiar Kids & Co, which has successfully launched in Portugal. This series brings together the best celebrities who competed in the main show as they mentor talented kids to be iconic musical performers.

Originally created by Endemol Spain, Your Face Sounds Familiar first launched in 2011 and has now sold to over 30 territories including the U.S., U.K., China, across Europe, Latin America, Asia and the CIS.

Endemol Middle East’s most recent success has been the return of Star Academy to the region, with a four month Pan-Arab series airing on CBC Egypt and LBCI in Lebanon earlier this year. Star Academy was the number one show in Egypt during its four month run, airing with an average share of audience of 36%.