Format

There is an interesting new group of brand-funded programs: the ones with an App -or another similar technological service- as a sponsor or as a partner. For example, the Indian game show #Bzinga (see Friday’s Espresso 24th March) takes its title and concept from the Indian auction-App; Peackock and Duolingo partnered in a creative cross-promotion (see FE 7th April) and so on.
Recently two new app-driven formats have been announced. The first one is Bangers: Cars of the People (w/t), commissioned by Channel 4, in partnership with eBay. The show is produced by Plum Pictures and Imhotep Productions and is set to launch later this year.
Each week the 2 hosts (rapper Tinie and F1 analyst and stunt driver Naomi Schiff -pic) look at a different type of cars: hatchbacks, sports cars, 4 x 4’s and family cars. Naomi and Tinie go head-to-head in the ‘Battle of the Bangers’ to decide which is the best in class. With the help of car lovers all over the UK, they will delve into the performance, history, culture and iconography of each car – before the final challenge to decide which comes out on top.
The second one is the Indian dating show Swipe Ride, on air from 7th July on Viacom18-owned Indian OTT free streaming JioCinema, produced by Viacom18 Digital Ventures and in partnership with Tinder.
The series celebrates uninhibited, meaningful conversations about what Indian women really want from their dating lives. The host, the popular social media content creator and actor Kusha Kapila, takes the driver’s seat once again to pick up Tinder members to meet their dates. Joining the two ladies for the journey will be a surprise celebrity guest. The trio chat about the nuances of dating, romance, what they want in a relationship, and how meaningful connections can take different forms on Tinder.
We’ll see other App-driven programs in the near future for sure!

To read the other 2 articles about a French adventure game and 3 facts to be optimistic about the future of the formats go to the LINK  

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