| MUMBAI:
Television format creator and distributor Endemol has announced a new prime commission
to be broadcast across Mainland China on Dragon TV.
The Best Years of Our Lives has been licensed to Shanghai Media Group by
Endemol in partnership with media rights agency, IPCN. The series will be sponsored
by Ford.
The
Best Years of Our Lives is a fun 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 7x60 minutes. The
show sees two teams take part in a series of challenges, which compare the decades
by looking back at iconic films, fashion, trends, customs, scandals, toys, gossip
and music. An audience of judgmental teenagers decides which decade was really
was 'The Best Years of Our Lives'. The
commission follows the success of other Endemol productions in China including
International King of Sport for Sichuan TV, 1 vs. 100 on Hunan TV and
I Love My Country on Sichuan TV. The
Best Years of Our Lives has already proven to be a ratings winner in Spain
and Italy. The series launched in Spain earlier this year and easily won its slot.
The show has also won the best programme of 2008 award at Premio Regia Televisiva
- Italy's version of the TV Oscars. Endemol
CEO of Asian Operations Arjen van Mierlo says, "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."
Ford China
Fiesta brand manager Charles Frump says, "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 programme format not only adds
to the fun of the show itself, but also delivers a strong brand message." | 
