ITV Global’s I’m a Celebrity Heads to Sweden

LONDON: Sweden’s TV4 has commissioned its own version of ITV Global Entertainment’s hit format I’m a Celebrity…Get Me Out of Here! to be produced by ITV Studios-owned Silverback Productions.

The news follows NBC’s launch of a U.S. version I’m a Celebrity…Get Me Out of Here! on June 1, which rated number one with all adults aged 18 to 34. The format features ten celebrities who swap their lavish lifestyles for the challenge of surviving in the world’s most inhospitable climate. The Swedish iteration will be filmed on location in Malaysia’s Taman Negara rainforest, infamous for its tropical wildlife and reputed to be the oldest jungle in the world.

Fredrik Arefalk, the head of commissioning at TV4, said “TV4 is home to the world’s most successful entertainment formats. We’re incredibly excited to be announcing that I’m a Celebrity will soon be premiering on TV4 as part of our prime-time lineup. Through working closely with the talented teams at Silverback, this series will be our biggest and most exciting commission to date. I’m confident it will be 2009’s most exciting and talked about TV series, replicating the success the show already achieves in the U.K.”

Remy Blumenfeld, the director of global formats at ITV Global Content, commented: “I’m a Celebrity… is fast establishing itself as the heavyweight of entertainment formats worldwide. Following on from our recent U.S.A. debut and U.K. success; we’re delighted to be announcing I’m a Celebrity Sweden. We believe the format is a television commissioners’ dream. An unrivalled format, it’s a high-quality prime-time TV format on a scalable production brief, underpinned by our know-how in attracting mass audiences, we can’t wait to go live with TV4.”

Anna Carrfors Bråckenhielm, the CEO at Silverback Productions, added, “We’re extremely thrilled to be producing this worldwide hit for the first time in Scandinavia. I’m confident that our excellent relationship with TV4 will deliver yet another ratings success this autumn. We’re confident the Silverback site location in Malaysia will become the home of many more international I’m a Celebrity productions.”