UK pubcaster Channel 4 has commissioned a daytime business pitch format from London and Los Angeles-based Studio Lambert.
Presented by English comedian, singer and actor Brian Conley (pictured), Buy It Now (working title; 30 x 30 minutes) will invite individual British inventors, makers, and licensees of products to showcase their wares to an audience of potential customers.
Each seller will have 90 seconds to grab the attention of their audience before revealing the price of their products, from toys to clothes to technological gadgets.
This audience is in effect a market research group for a handful of professional buyers for large, well-known retail organizations who are watching the seller and the customers.
Each seller will receive the opportunity to do business with those buyers if they’re able to convince their audience to make a transaction. If not, sellers are escorted off the revolving stage, making way for the next seller.
Studio Lambert’s creative director Tim Harcourt and Cat Lawson, head of entertainment, serve as executive producers on Buy It Now, which was commissioned by C4′s Gill Wilson, head of features, and Tim Hancock, commissioning editor for features and daytime.
“Buy It Now takes the business pitch show and spikes it with glossy entertainment values,” said Hancock in a statement. “We love how it speaks to our viewers’ love of regular people doing extraordinary things, and we can’t wait to see what the British public have been tinkering away on in their garden sheds.”