NBCUniversal Formats sells Dance Your Ass Off to Thailand
Louise Duffy | 07-12-2012
Dance Your Ass Off, NBCUniversal’s weight-loss dance challenge format, has been sold to Thai terrestrial broadcaster Channel 3, in partnership with IPG Mediabrands by Ensemble, Branded Entertainment.
The commission in Thailand follows the series’ successful run in China on ZheJiang Satellite TV. Creatist has been appointed to produce 11 episodes for Channel 3 to air every Saturday on primetime from Feb 2013.
Dance Your Ass Off is an original weight-loss show where men and women who struggle with their weight compete in a dance challenge in order to unleash their inner thin. The series has been a record-breaking programme on Oxygen since 2009. Danish and South African versions of the programme aired in 2010 and an Estonian version aired earlier this year. The Chinese version performed better than the timeslot average and was regularly the number two rated show in its timeslot.
Yvonne Pilkington, SVP Formats and Production, NBCUniversal International, commented: “This commission from BEC 3 represents our first format deal in Thailand, through the support of local representative, Linfield Ng. Our diverse portfolio of gameshow and reality formats are proving popular with Asian buyers with the likes of Dance Your Ass Off - Thailand and China, Still Standing - China, Top Chef – Vietnam and Minute to Win It – Vietnam, all premiering in 2012 or in production to air in 2013. We look forward to collaborating with IPG Mediabrands and Creatist to bring this exciting reality dancing show to the Thai audience.”
Manee Eabe, Managing Director, IPG Mediabrands, said:
“The reason we brought Dance Your Ass Off to Thailand is because the show brings a fresh relatable quality that differentiates it from other reality programmes which focus more on singing and beauty. It will create excitement and talkability and also inform audiences about the importance of good health to hopefully inspire them to lead active lifestyles.”
Surin Krittayaphongphun, Vice President of Channel 3 added: “Our policy is to support positive television programmes here at Channel 3. We believe that as a TV station, we are obligated to promote the goodness for the society, not just for the purpose of entertainment. The programmes we offer are informative, as well as inspirational to our viewers. Dance Your Ass Off is one of those meaningful shows aiming to promote the overall health of Thais.”