Swedish production company Bringiton and China Entertainment Television have developed shopping reality show “Big Time Spender,” making Bringiton one of the rare Euro players in China.
In the skein, currently in pre-production, contestants will shop their way across China for the chance of winning $1 million to spend in Hong Kong in 24 hours.
“We’re starting to work with advertisers to co-develop content to integrate brands into the episodes, which is somewhat easier in this case due to the show’s shopping competition format,” Bringiton CEO Martin Gisselman said.
Bringiton has pacted with Ericsson IPX to provide payment and interactive services via premium SMS.
Foreign TV companies are keen to make a bigger impact on the Chinese media market, one of the fastest-growing in the world with about $500 million in online ad spending and as much as $75 billion in e-commerce last year.
That market is highly fragmented, however, and government control is extremely tight.
Founded by Robert Chua in 1995, China Entertainment Television is part of Tom Group.
Time Warner sold a controlling stake in CETV to Tom in 2003 after struggling to make a dent in the ratings with the company, which is limited to mass broad-casting rights in Guangdong Province.