Endemol Secures Chinese Commission

HONG KONG: The hit Endemol format The Best Years of Our Lives has been commissioned in China by Shanghai Media Group for a prime-time slot on Dragon TV.

Ford will act as the lead sponsor for the advertiser-funded series, in a deal brokered in partnership with IPCN. The Best Years of Our Lives is a variety format that combines history and entertainment. The format will be produced locally in China by Shanghai Media Group and has been scheduled for an initial run of seven hour-long episodes.

This is the fourth commission Endemol has received in China, following on International King of Sport for Sichuan TV, 1 vs. 100 on Hunan TV and I Love My Country on Sichuan TV.

Endemol’s CEO of Asian operations, Arjen van Mierlo, said: “We are delighted to be working with leading broadcaster Shanghai Media Group and securing our fourth major commission in China in two years. Endemol’s presence in the region is continuing to grow and we hope to bring more of our global hits to the Asian audience.”

Tian Ming, the managing director of Dragon TV, added: “The Best Years of Our Lives is a dynamic prime-time series, which we believe will be very popular with our audiences. We’re looking forward to working with Endemol, who have a strong reputation for delivering hit shows all over the world.”

Charles Frump, the Fiesta brand manager of Ford China, commented: “The partnership between Ford, SMG, IPCN and Endemol on The Best Years of Our Lives forms a major part of our communication strategy for the launch of the new Ford Fiesta in China. The way the brand has been cleverly integrated into the program format not only adds to the fun of the show itself, but also delivers a strong brand message.”