‘9Live’ hits Middle East

Format sold to LBC, RTL Televizija

German broadcast group ProSiebenSat 1 has closed deals for call-in programming brand “9Live” with the Lebanese Broadcasting Corp. and RTL Televizija in Croatia.

LBC, which reaches 32 million households in the Mideast and North Africa, will air “9Live Arabia” for two hours from Friday through Sunday in 23 countries, including Egypt, Jordan, Saudi Arabia, Bahrain, the United Arab Emirates, Oman, Qatar, Kuwait, Algeria, Morocco and Tunisia.

In July, RTL Televizija, which reaches 975,000 households and has a market share of 29%, began airing a live two-hour, Croatian-language “9Live” daily.

All foreign versions of the format are produced in Munich.

In Germany, the group is scaling back the call-in programming on “9Live” to introduce three hours of femme-skewed primetime programming Monday through Friday.

The first instance of synergy between ProSiebenSat 1 and SBS Broadcasting since last month’s merger, programming will include “Grey’s Anatomy,” “Desperate Housewives,” “Sex and the City” and “Ghost Whisperer” and is based on SBS’ successful channel format, which airs as Net 5 in the Netherlands, Vijf TV in Belgium and Kanal 4 in Denmark.

“9Live” has in the past raised the ire of media regulators for the often controversial call-in formats and erotic programming.

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