Program sales alliance Nordic World is to represent Finnish public broadcaster YLE’s formats catalog, as part of the exclusive format representation deal.
Nordic World will represent past and future formats developed, owned and controlled by YLE, including quiz show Your Mum Was an Ape and reality format Do You Want To Be an Astronaut.
The YLE deal is Nordic World’s first format representation agreement with a Nordic public broadcaster. “Finland punches well above its weight in terms of formats,” said Jan Salling, chief operating officer and director of sales of Nordic World. “Its producers are clever, technologically savvy and unafraid to take risks. “They also – because they work on the smallest budgets in the Nordic territories – know how to produce shows that look a million but actually cost half.”
Tuija Snellman, head of sales at YLE, added: “We know Finland produces great formats — and we believe it’s time the world got to know it too. This deal with Nordic World will ensure that our homegrown shows reach the widest possible international audience. It also reinforces our public-service mandate to nurture and encourage our local production ecosystem.”