European TV Formats 'Don't Tell the Bride,' 'Sooner or Later' Licensed to China

Don't Tell the Bride - H 2012

Distributor DRG says China has become an "incredibly important" market for TV.

U.K.-based TV distributor DRG has licensed a host of formats to China, including popular U.K. bridal reality show Don’t Tell the Bride and Belgian game show Sooner or Later.

Both of the shows will air in the country for the first time this year, said DRG, part of Modern Times Group's Nice Entertainment Group in Scandinavia.

"China is an incredibly important market for TV distribution and we are committed to growing our business in the region, and these deals show our ability to identify the opportunities in the market and secure important format deals all over the world," said DRG's svp sales for Asia Pacific, Joel Atley.

DRG has also sold The Symptom (originally produced by Group M Productions), The Work Experience (2LE Media) and The Generation Show (Live Entertainment).

Renegade Productions' Don’t Tell the Bride is new to air in the Chinese market for 2015 and will be developed by Chinese distributor IPCN for the Shenzhen TV network.

In a country obsessed with weddings, Don't Tell the Bride should be a hit. The show separates engaged couples in the weeks leading up to their big day and hands the entire process of organizing their nuptials over to the groom.

The show recently moved from BBC Three to BBC One in Britain and has sold to more than 120 territories, including the U.S., Japan, the Netherlands and Australia.

Popular Belgian game show Sooner or Later will also debut in China for the first time this year following a deal with Shanghai-based production company Idea Asia Media for Shenzhen.

The format involves four celebrity contestants who embark upon a comedic journey under the guidance of the series host. With a focus on key events, music, culture, movies, politics, fashion and sports, the contestants are faced with a series of questions across five testing rounds. All questions can be answered by stating either "sooner" or "later."

The Work Experience is being developed by IPCN for broadcast on Chinese VOD service Tencent and has already been commissioned for 13 episodes of 40 minutes each in the territory.

Primetime European game show format The Generation Show is being developed by Shanghai-based production company Idea Asia Media for Shenzhen.

And the Chinese version of real-life scenario game show Symptom has been sold to one of the country’s leading producers, 3C Media, for the China Travel Channel.