Prima first to Trade Up with Keshet

Romania’s Prima TV has become the first international channel to order a local version of Israeli game show Trade Up.

The channel has commissioned 15 episodes of the trivia format, which comes from Keshet International, the global arm of Israeli broadcaster Keshet.

Set in a giant hangar full of cars, the show is billed as a “trivia game show of risk ad reward which cane earn families the ride of their lives”.

“We are always looking to acquire exciting, new formats and innovative TV products,” said Prima TV COO Simona Mazilescu. “Keshet International’s Trade Up fits extremely well within our general programming philosophy. This fresh and exicting trivia game show is a completely new format on the Romanian TV market and I am convinced that the public will love it.”

KI’s managing director, distribution, Keren Shahar said the game was visually “very distinctive” and not like “anything else on the market”.

“It also presents a seamless and authentic product placement opportunity, which is inherent to the format,” she added.