Armoza Formats has licensed the format ‘Upgrade’ into three additional territories in the Asia Pacific, following on the show’s recent strong performance in its third season in China.
Creative content production company and part of JSL Global Media Group, Content LAB, has acquired the rights for Thailand, while Lagardere Entertainment Asia (LEA) has picked it up for Vietnam and Myanmar. Upgrade was created by Saar Brodsky, Rodrigo Gonzales and Gilli Golan and developed by Armoza Formats and Tanin Productions.
Vachara Vaewuthinand, CEO of JSL Global Media Co., said, “Upgrade is such a perfect format for mass Thai audiences—not only is it hugely entertaining but it also surprises people with the chance to improve their quality of life. These are key aspects for any local Thai broadcaster looking for success in terms of programing and image. We immediately saw a big opportunity in bringingUpgrade to Thailand and believe that this show will serve our group of companies, partners and audiences very well.”
Stéphane Bouillaud, the senior VP for Asia at LEA, added, “Lagardère Entertainment Asia is so happy to pursue its development in Southeast Asia with Upgrade. We are delighted to work with Armoza formats, who possess rights of excellent TV programs quite particularly adapted to our development areas. We wish and we are confident that this first acquisition is the beginning of a very long, fruitful and successful partnership.”
Avi Armoza, CEO of Armoza Formats, commented, “Upgrade takes the simple idea that everyone has items that they want to upgrade and turns it in to a fun game show for all the family. The Asian market is a key region for us and we are thrilled to see Upgrade expand into this crucial area and to be creating new partnerships there.”