The popular entrepreneur format Buy It Now, originally created by The Traitors UK producer Studio Lambert, is set for an Indian adaptation after Mumbai-based Rose Audio Visuals struck a deal with format rights holder All3Media International. According to Deadline report, the Indian version of the hit show, which debuted on Channel 4 in the UK and later on Prime Video in the US, will bring the high-energy series to Indian audiences, though no network or streamer has yet been attached.
The US edition, hosted by JB Smoove, has recently reignited global interest in the format. Sabrina Duguet, EVP APAC at All3Media International, expressed confidence in the show’s reception in India, said, “The new U.S. edition of the show has reinvigorated interest in this positive and dynamic series, and we are confident that Indian platforms and audiences will embrace its energy.”
Buy It Now gives inventors, creators, and entrepreneurs the chance to pitch their products before a live audience and a panel of professional buyers. The Indian adaptation will maintain the core elements of the international format, featuring intense pitches and the high-stakes possibility of turning locally-made products into nationwide sensations. The goal is to showcase the ingenuity and creativity of Indian entrepreneurs, offering contestants the opportunity to make their “Made in India” inventions household names within a 90-second window.
“At Rose Audio Visuals, we’ve primarily focused on fiction and scripted content, but we see great potential in unscripted formats for Indian audiences. Buy It Now is a step in this direction,” said Mitesh Patel, COO of Rose Audio Visuals. “We’re thrilled to bring this format to our audience at a time when innovation and entrepreneurship are thriving across the country.”
Founded in 2003 by Goldie Behl, Rose Audio Visuals has produced numerous scripted and unscripted series, including 18 scripted series, 12 unscripted series, 12 streaming series, and five feature films.
This deal marks All3Media International’s second successful format adaptation this week at MIPCOM, following The Traitors format sale in Korea. Studio Lambert, the production house behind Buy It Now, is also known for producing popular shows like Gogglebox, Race Across the World, and the recent global sensation Squid Game: The Challenge.
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