BBCW to manage Masterchef brand - Licensing.biz

BBCW to manage Masterchef brand

Shine TV appoints BBC Worldwide as MasterChef brand and licensing partner.
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The three-year deal will shape and implement a multi-platform licensing programme to include live events, licensed product, magazine and partwork publishing and online activity.

As a key part of the deal, BBC Haymarket Exhibitions’ event BBC Good Food Show London, will be relaunched to become MasterChef Live: A BBC Good Food Production, from November.

The BBC Good Food Show live events in Glasgow and Birmingham will also include The MasterChef Experience, a live show within a show.

The firm will also publish MasterChef branded bookazines and partworks and a branded website will be hosted within BBC Worldwide’s website www.bbcgoodfood.com.

The deal builds on the increasing popularity of the BBC television show, which achieved audiences of over five million for the final of the last main MasterChef series in February 2009.

Along with its two successful spinoff series, MasterChef The Professionals and Celebrity MasterChef, a further 300 episodes are currently commissioned by the BBC in the UK.

Peter Phippen, BBC Worldwide’s MD of BBC Magazines, Children’s & Licensing said: “MasterChef has become a huge hit as a TV show. With our expertise in extending successful BBC brands and developing them into other formats, BBC Worldwide is delighted to be working with Shine to give fans of MasterChef a wide range of opportunities to experience the brand beyond the TV screen.”

Jamie Munro, Joint MD of Shine TV said: “MasterChef is the pre-eminent cookery show of our era which has incredible potential to extend beyond the broadcast platform.

“Now in the UK with BBC Worldwide we have both a partner and programme of activity that will realise the many licensing, publishing and event ambitions we have for it, enabling it to truly live off-screen.”

Internationally, MasterChef has also recorded unprecedented ratings recently. achieving a 76 per cent share in Australia where it airs on Network Ten.

It also has versions running in territories including France, the Middle East, Germany and Sweden, in deals brokered by ShineReveille International (Shine Group’s sales and distribution arm).

MasterChef is based on a format created by Franc Roddam and has been produced by Shine Television since 2005. 

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