Fox Look to launch 'Gruen Transfer' at Mipcom

Show to be named 'The Big Sell' for int'l market

SYDNEY -- Fox Look, the international format distribution arm of Fox Network group, will launch hit Australian Broadcasting Corp. series, “The Gruen Transfer” at the upcoming Mipcom TV market.

The original format, created by Andrew Denton through his production shingle Zapruder’s Other Films, will be renamed “The Big Sell” for international territories.

“Gruen” is the top rating show on pubcaster the ABC, with a 30% share in its time slot and in recent times winning the night. Last weeks episode set a new record airing to over 1.8 million viewers on ABC 1 and 2, while a spin off which ran during the recent general election campaign called “Gruen Nation," aired to even bigger audiences.  

With a panel of ad agency and marketing executives, the show each week takes a forensic and entertaining look at the world of advertising.

Fox Look president David Lyle said “As an Australian working in the international TV business, I have been very aware of how well 'The Gruen Transfer' has done in beating the opposition, season after season,” said David Lyle. “A smart, witty, contemporary show that demonstrates such strength deserves to be an international hit. Just as Australia’s success with 'Masterchef' turned heads elsewhere, so 'The Big Sell' should be Australia’s next big export success.”

“We’re extremely proud of Gruen and seeing our audiences continue to grow in our third series,” added Denton. “Now together with the ABC we are stepping up our international efforts with the U.S. format specialist, Fox Look.