People

Peta Sykes serves as Vice President for the Nordics at All3Media International, a leading independent distributor of television programming and formats. In this role, she oversees sales and distribution activities across Scandinavian markets.

Can you share an overview of the success of Head to Head in the Nordics ?
Originally launched in Sweden in 2019, Head to Head has taken the Nordics by storm with over 1,000 episodes produced across the region to date. Twice winner of the Swedish Emmy (Kristallen) and now in its 11th season in Sweden and 9th season in Norway, Head To Head shows no signs of slowing down.

What aspects of this format do you think has contributed to its strong appeal in this region?
Head to Head has reinvented the quiz genre with an innovative formula that mixes late-night comedy elements with a timeless quiz show. Additionally, the tournament-style gameplay structure keeps the format fresh and exciting as we never know what to expect when two new celebrity pairs face off against each other. It’s light-hearted entertainment at its best and the format is original, affordable and easy to adapt to suit any slot or channel.

A new Finnish version is set to air next year. What will it bring to new audiences?
Head to Head is a quiz show like no other. We feel confident that its brilliant celebrity pairings, hilarious gameplay and clever tongue-in-cheek questions will connect with Finnish audiences.

Casting the hosts and the unexpected celebrity contestants is very important to the success of the format. Can you share any insight why the casting in the Nordic adaptations has worked so well?
The existing Nordic adaptations have brought such a great variety of celebrity pairings. Ranging anywhere from journalists to musicians, actors to radio personalities, with some pairs having a pre-existing relationship, and others meeting for the first time on the show. The format’s tournament-style structure allows viewers to get invested in their journey and cheer their favourite pair on as they attempt to knock-out the other celebrities. Often the most unexpected celebrity pairs have captured viewers’ hearts as they impress us and embarrass themselves in equal measure, fuelled by hilarious gameplay and non-stop bickering with the hosts.