Keshet International’s Trade Up Licensed in China

CANNES: Keshet International has sold its game-show format Trade Up to Beijing Tong Chang Tong Ying, which will see a Chinese version head into production soon for broadcast on CCTV-2.

The local treatment is expected to debut in China this summer. The format watches as a deserving family tries to win a brand-new car.

Jared Jiang, CCTV‘s program director, said, “Trade Up presents the ultimate win-win for us in terms of its appeal to both our audience and our advertising partners. We’re delighted to bring this fun and energetic concept to China where it will be very well received.”

Gary Pudney, the head of Keshet International Asia, said, “Trade Up is an aspirational show for the upwardly mobile Chinese population. It creates organic product placement opportunities and a seamless, credible promotional platform for brands looking to get close to their audiences—through a genuinely fun and entertaining experience.”