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.”
Trade Up is a trivia game show of risk and reward which can earn families the ride of their lives. Arriving at a huge hangar with various cars of increasing value, two families go head to head to win their dream car. Already seated in the car they want to drive home, each family must work together to answer a trivia question and select the key which represents the right answer to start the engine…but there are two teams playing and only one can win. Each family must employ tactics to make their rival’s game more difficult and “knock them out” – only after they have eliminated their opponents can they turn their attention to winning the prized car. If the key turns in the ignition it’s theirs! But now the family is faced with another dilemma: do they drive away with the car they have won – or Trade Up to the next one?
Trade Up presents many organic branded content opportunities on and off screen and has already attracted several major brand partners in Israel.