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August 11, 2014

***Banijay International***

Case Study: Married at First Sight
By Kristin Brzoznowski

***ADVERTISEMENT - Armoza Formats***The extreme social-experiment format Married at First Sight, sold by Red Arrow International, follows six singles who agree to get legally married the moment they first meet. A panel of experts—psychologists, anthropologists, members of a church—creates what they believe are three perfect couples, based on scientific matchmaking. After several weeks together, each couple makes a decision about whether to remain together or to divorce. Cameras document everything along the way, from the first kiss to their first tears.

***Image***“In Denmark, Married at First Sight is a homegrown Red Arrow show, as it was originally developed and produced by our production company Snowman Productions for the Danish public broadcaster DR3,” explains Michael Schmidt, the chief creative officer of Red Arrow Entertainment Group. “It was a huge success, with ratings five times over the channel average. A second season is already ordered, this time for the main channel, DR1.”

Because of its success in Denmark, Red Arrow International signed several straight-to-series deals at last year’s MIPCOM, including in the U.S., France, Germany, Australia and Russia. “Married at First Sight is definitely our most successful rollout by far, with over 15 straight-to-series deals one month after the Danish launch,” says Henrik Pabst, co-managing director and head of global format and factual distribution at Red Arrow International.

***Image***Married at First Sight was a game-changer for DR3, and now it puts A+E Networks’ rebranded channel FYI on everyone’s radar in the U.S.A.,” adds Schmidt. “The latest episode on FYI tripled the premiere ratings and scored ratings over five times the channel average—very similar to what happened in Denmark.” It was just announced last week that FYI has ordered a second season for 2015, ahead of the season-one finale on September 9.

Schmidt says that the tricky part of this format is that you cannot create a buzz around it before going on air, because that would affect the casting. “So, at the beginning, we do our best to have as little public awareness as possible,” he says. “In fact, you don’t need a big hype to sell successfully; it’s still content and ratings that convince the buyers and not a press release. And that is exactly what happened with Married at First Sight. For us, it was extremely important to find a partner who shared our creative vision; and FYI did! On top [of that], they tied Married at First Sight to their channel launch, which clearly shows how much they believed in the format.”

This article continues here.


This Week's Top 5

The X Factor UK Coming to U.S. Audiences

LOS ANGELES, August 7: The AXS TV cable channel has become the U.S. broadcast home for the upcoming season of The X Factor UK.

Global Agency Places Singing Competition in Asia

ISTANBUL, August 7: Global Agency has licensed the singing talent format Bring'em Back to CCTV 3 in China, where a local version began airing in prime time earlier this month.

Armoza Formats Sends Hostages to CEE

TEL AVIV, August 7: Hostages, a scripted drama from the Armoza Formats catalogue, has been picked up as a ready-made format in CEE.

Pawn Stars Being Localized in Australia, South Africa

NEW YORK, August 6: Local productions of the hit U.S. cable series Pawn Stars are in the works for Australia and South Africa, while the show's U.K. version has been commissioned for a second season.

MTV Latin America Producing Acapulco Shore

MIAMI, August 5: The franchise that began with Jersey Shore in the U.S. is set to land on MTV Latin America with the Mexico-based Acapulco Shore, slated to air this September.

***TV Formats Distributors Guide***


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Have a press release you want to submit? Please e-mail Kristin Brzoznowski and Mansha Daswani.

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