Keshet inks first licensing deal for Viu in India
Details
Joseph O'Halloran
| 20 May 2019

Beefing up its content offering, PCCW’s Viu OTT video service has inked a licensing deal for two scripted shows from global production and distribution company Keshet International.

The partnership gives Viu adaption rights in India for two of KI's scripted formats, the romantic comedies The Beauty and The Baker (S1 & S2 - 10 x 30’) and The Stylist (12 x 60’), both of which were originally commissioned by Keshet Broadcasting for Keshet 12 in Israel.

Created by Assi Azar, The Beauty and the Baker follows the story between a simple baker and an international superstar following a chance encounter. Can their relationship survive her jet-setting lifestyle, her overbearing agent, their different socio-economic backgrounds, both their exes and the media? The original Hebrew series had the highest rated first season debut of a scripted series in Israel, before being picked up in a worldwide deal by Amazon Prime Video, spawning local adaptations including in Russia by CTC and in the US by ABC. A third season is currently in development in Israel.

In The Stylist, a small-town girl with big ambitions, and an equally big attitude, gets her first break in fashion, only to discover that her dreams come with a price to pay – in love, in her career and in her values. Based on an original Israeli created by Dana Eden, Michal Moncaz, Tamar Marom, Avner Bernheimer for Keshet 12, the comedy-drama set in the glamorous world of style and celebrities is a story that KI claims will be 'guaranteed' to resonate with audiences in the Hindi-speaking areas of India.

The Beauty and the Baker will be adapted locally in Telegu by the Annapurna Studios for Viu, while the show-runner for The Stylist will be Bollywood heavyweight Goldie Behl, which will be adapted in Hindi with Rose Audio Visuals producing. This is the first international licensing deal inked by KI for The Stylist, which debuted in summer 2018 and which is said by KI to have connected particularly among young, upmarket Israeli audiences.

Commenting on the deals, Salman Hussain, chief revenue officer of Viu parent Vuclip said: “Our aim has always been to encourage and showcase original and premium content, and Keshet International shares our vision of creating great quality entertainment with local flavour for the audience. This partnership with KI gives us the liberty to bring two highest viewed, prime time shows in Israel to the Indian market. Along with bringing more entertainment for our audience, we are adding to the repertoire of offerings delivering unique concepts for the region.”

Added Gary Pudney, KI’s general manager of Asia: “We are excited to be partnering with Viu for the very first time and bringing these two engaging romcoms to Telgu and Hindi-speaking audiences in India. The international success of Keshet series like Prisoners of War, Traffic Light, When Heroes Fly and The Baker and The Beauty, which just got picked up by ABC in the States last week, shows how well Israeli storytelling continues to travel and captivate audiences around the world, whatever the platform.”