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Take me out all over Asia
Take Me Out – FremantleMedia Asia
1 April 2010Which format? Original or acquired format?
Take Me Out - original. This format was the brainchild of FremantleMedia France and has been quickly gathering momentum around the world.
Why has it been chosen as a case study?
Take Me Out is lighting up schedules around the world, and is now also a 2010 ratings winner for ITV1 in the UK. With a phenomenal record of international success, Take Me Out is the provocative, visual and electrifyingly funny hit dating show where everything rests on first impressions. The show embodies the dating process, as one guy enters an arena of 30 single ladies who are looking for the man of their dreams. Each girl has a light box in front of her, and if at any point she doesn’t like what she sees or hears, she can extinguish her light - and his chances of taking her out. If a lucky guy survives with some lights still ablaze, the tables now turn; He knows the ladies like him, but does he like them? And importantly, will he choose to take them out?
Take Me Out is a clear audience favourite around the world, winning fantastic ratings (see below for more information). Take Me Out was one of the world’s top travelling formats in 2009, and is rapidly gaining momentum in Asia and worldwide. So far it has travelled to: Australia (Network TEN), China (Hunan TV), Chile (Megavision Canal 9), Denmark (TV2), Indonesia (IVM), Japan (TBS), The Netherlands (RTL5), Spain (Cuatro), Sweden (TV4+), Turkey (Star TV) , UK (ITV), and it has also been sold into the Philippines (GMA) and Korea (CJ Media).
In what ways was it adapted for different markets and why?
Take Me Out a fresh, visual and modern dating game show and we’ve found it has a very universal appeal. We have used the FremantleMedia global network to take the format to audiences everywhere and we are delighted with its ongoing success. We have a team of flying producers who ensure a seamless high quality roll out and they work with our local experts to ensure that the needs of the audiences and broadcasters in each market are always considered. From time to time, we will make more obvious adaptations - in Indonesia, for example, Take Me Out was a smash hit, and so we produced Take Him Out, which featured 30 single men and a single lady, and Take A Celebrity Out which was a fun, star-studded twist on the original. All three versions are enormously popular.
What measurables do you have eg ratings, viewer voting, web traffic, contests, press coverage?
Ratings
• Take Me Out is the No.1 show in its time period in Denmark, Spain, UK and Indonesia!
• In Spain: No.1 show in its time period in Spain for young adults (13-24). Performs up to 200 percent higher than Cuatro’s time slot average (Adults 13-24).
• In Denmark: Take Me Out regularly ranked as the highest rated programme of the day in Denmark for Adults 15-24., and exceeded its nearest competitor by more than four times (Adults 15-24).
• In Indonesia: Take Me Out exceeds IVM Indonesia’s channel average by up to 150 percent (5+). Indonesia’s twist on the format Take Him Out was the No.1 show of 2009 for broadcaster IVM, with peak audiences of up to 4.7 million viewers, and the further celebrity version Take a Celebrity Out was the No.1 show across all channels, exceeding the broadcaster average by 90 percent.
• In the UK: Newly launched on ITV1, Take Me Out is the No.1 show in its time period in the UK for young adults (16-34).
• In The Netherlands: Take Me Out attained shares up to 165 percent higher than RTL5’s prime time average (Adults 20-34).
• In Japan: Take Me Out’s successful launch surpassed TBS’ time slot average by up to 63 percent for Men 20-34.
Website/other
• In the UK, the programme’s official website achieved more than 1.2 million page impressions
• There are 100,000 fans on the UK programme’s dedicated facebook page
Do you help produce the format or just license it to broadcasters?
FremantleMedia has a global network of companies including production offices all around the world. For Take Me Out: in certain countries, such as Indonesia, we produce the programme, and in others, such as Japan and the Philippines, we licence the format to broadcasters and provide in-depth production consultancy and full support.
Further plans/hopes for this format in Asia Pacific?
We are continuing to see very strong interest from around the Asia region: China’s first series launched in December last year, we have the three series running in Indonesia (Take Me Out, Take Him Out, Take A Celebrity Out), Japan completed its series in March and the first series are
in production in both the Philippines and South Korea. We are looking forward to the continued success and enduring popularity of this hugely entertaining format.
