Keshet International’s ‘Trade Up’ Game Show Motoring Into Italy

Discovery Italia has acquired Keshet International’s “Trade Up,” a trivia game show, in which families sit inside a series of cars and must answer trivia questions in order to find the keys and drive away with the prize.

The deal marks Discovery Italia’s first-ever collaboration with Keshet International, the global distribution and production arm of Israeli media company Keshet.

Keshet shopped “Trade Up” at last month’s Mip TV, promoting it as a family-friendly program that also offers a number of branding partnership opportunities.

“‘Trade Up’ was one of the most brilliant and original formats at the most recent MIP, and this is our first deal with Keshet, one of the most interesting creative houses,” said Laura Carafoli, SVP of content and programming for Discovery Italia.

Each episode of the show sees families arriving at a hangar filled with a number of different new cars. After selecting a car to sit in, the families must answer a trivia questions to get the car to start. Each time they manage to turn the key in the car’s ignition, though, they have a choice — do they drive away with the car, or do they hedge their bets and trade up?

The deal is exclusive to Discovery Italy and not connected to other Discovery channels across the globe. Keshet execs say they are currently developing and packaging a U.S. version of the program that they hope to shop soon.

“Trade Up” will begin airing in Italy in the fall.

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