Mipcom: China's CCTV2 Acquires 'The Taste'

Red Arrow creative team assists with launch

CANNES — China’s second largest TV channel, CCTV2, which reaches a potential audience of 1.2 billion people, has acquired local rights to Red Arrow International’s cooking competition show “The Taste.”

Casting calls will be held in four major Chinese cities — Beijing, Shanghai, Chengdu and Guang Zhou — and the show, which will be called “Wei Jue Da Zhan” (“The Big Battle of the Taste”), will premiere in November.

Siemens Home Appliance is the exclusive sponsor, and will launch its biggest marketing activities in China to date.

Red Arrow Entertainment Group will help with the production of “The Taste” in China, working alongside local business partner Yadii, and CCTV. Red Arrow’s creative team, including German designers Jerry Appelt (lighting design) and Florian Wieder (set design), and lighting director Marcus Bossdorf, is helping develop the look and feel of the Chinese version.

Yan He, senior VP sales, Asia Pacific at Red Arrow International, said, “The love of food is universal and no cuisine is as versatile and diverse as Chinese cooking — so ‘The Taste’ is the ideal format for China’s largest broadcaster.”

The U.S. version of the show, which was created by Kinetic Content and commissioned by ABC, features four celebrity judges, headed by Nigella Lawson and Anthony Bourdain. A second season is in production for ABC. Sales of the format include CTV in Canada, Australia’s Nine Network, Germany’s Sat.1, Channel 4 in the U.K. and M6 in France.

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