Banijay Lands Mideast Format Pickup

LONDON: The entertainment format IF has been sold by Banijay International to pan-regional Middle East broadcaster MBC, which will air 20 hour-long local episodes produced by In Media Plus.

IF confronts its guest stars with a series of rapid-fire questions and hypothetical scenarios to test their moral reactions. The celebrities are placed in the hot seat in front of a live studio audience. This is a relaunch of the format in the Middle East.

Karoline Spodsberg, the managing director of Banijay International, said, "This high-volume sale is another example of Banijay International’s focus on the Middle East as an important format market.”