Cannes, MIPFormats – Some 10 days after its initial announcement, Keshet International (KI), the global distribution arm of Keshet Media Group, has sold its brand new game show, Trade Up, to the Romanian commercial broadcaster, Prima TV. The channel has commissioned 15 episodes of the exciting trivia game in which families can earn the ride of their lives. 

Simona Mazilescu, COO of Prima TV said, “We are always looking to acquire exciting, new formats and innovative TV products. Keshet International’s Trade Up fits extremely well within our general programming philosophy. This fresh and exiting trivia game show is a completely new format on the Romanian TV market and I am convinced that the public will love it.”

Keren Shahar, Managing Director Distribution at Keshet International, said, “We’re delighted that Prima TV shares our conviction in this fresh new concept. Trade Up builds tension and excitement in both the studio and the living room, because its players are already seated in the car they could be driving home. Visually it’s very distinctive and doesn’t look like anything else on the market. It also presents a seamless and authentic product placement opportunity which is inherent to the format.”