DRG brokers NRK format deal with Discovery Channel Canada
Insight Production Company commissioned for first English-language version of award-winning format, Never Ever Do This At Home
London, UK – September 12, 2012 – Discovery Channel Canada has commissioned the first English-language version of Norwegian broadcaster NRK’s ratings-winning format Never Ever Do This At Home. Leading independent distributor DRG sold the format rights to award-winning Canadian production company, Insight Production Company, who then placed the Format with Discovery Channel Canada – the ideal broadcaster, consistently delivering fun, engaging – and sometimes outrageous – science content to its ever-curious audience. Insight Productions will produce the 13x30 series this Fall. The series will air on Discovery Channel Canada in early 2013.
The Canadian format of Never Ever Do This At Home will be hosted by a couple of curious guys who test and challenge things around the home. Drawing on science, whilst breaking with accepted health and safety regulations, the pair carry out highly entertaining and zany household “experiments” and stunts, and remind us that these experiments are not to be tried at home. Throughout the experiments, the hosts explain the physics and chemistry behind the experiments so that people learn while being thoroughly entertained.
“Insight is proud to bring some of the world’s top formats into Canada. Never Ever Do This At Home is the latest gem we’re looking forward to producing,” said John Brunton, Chairman and CEO of Insight Production Company. “We are literally going to blow the roof off this house”.
“It’s a fairytale,” says Ole Hedemann, NRK’s Head of Format Development. “DRG is breaking new deals for this format continuously. This deal will help build the brand Never Ever Do This At Home towards even more success. We started NRK Formats together with DRG 16 months ago, and already everyone seems to be talking about this format. Now, working closely together with great producers we will seek to maximize brand value for current and future licensees. It makes me very proud on behalf of our highly creative staff up here on the top of Europe.”
Patrick Roberts, SVP International Sales at DRG who brokered the deal, adds: “Never Ever Do This At Home combines an original blend of science, danger and fun, allowing viewers to experience outrageous stunts from the safety of their own homes. The highly-anticipated Discovery Channel Canada series will be the latest addition to the growing number of formatted versions based on this successful NRK show. As the first English-language version, it will serve as a great vehicle to extend the brand to new markets.”
“We’re delighted to add Never Ever Do This At Home to our commissions slate,” said Edwina Follows, Director of Commissioning and Production, Discovery Channel Canada. “We know this winning combination of ‘home’ territory, real science take-away, and humour will be a hit with Canadian audiences.”
Never Ever Do This At Home has already been produced successfully by TV2 Zulu, Denmark, which has greenlit a second season. ZDF in Germany has transmitted one season of the series to date, produced by Prime Productions. Further deals will be announced shortly as the roll out of the format continues.