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Exclusive: Twofour America inks production partnership with ITV America

Twofour America and ITV America have inked a production partnership, through which future Twofour America series will be coproduced by ITV Creative — the in-house production arm of ITV America. The agreement ...
September 28, 2017

Twofour America and ITV America have inked a production partnership, through which future Twofour America series will be coproduced by ITV Creative — the in-house production arm of ITV America.

The agreement also brings Twofour’s newest format, Change Your Tune, to the U.S. market. The series is currently in development with ITV America.

The deal was brokered by ITV America EVP, business development and international, Edward Simpson, and COO of Twofour Group, Anthony Hughes.

“We’re proud to have built in ITV America a home for many of the world’s most innovative producers and, through ITV Creative, to provide the resources that help them do what they do best – create formats that resonate in the U.S, and around the world,” said David Eilenberg, president of ITV Entertainment, in a statement. “Working closely with Melanie [Leach, chief executive of Twofour Group] and Andrew [Mackenzie, chief creative officer, Twofour Group] at Twofour America, we look forward to a great collaboration and to producing compelling content for the US marketplace across genres and platforms.”

Eilenberg (pictured, left), will work with Twofour America on behalf of ITV America.

ITV acquired Twofour Group in 2015.

“Twofour has a reputation for delivering groundbreaking international formats including the forthcoming This Time Next Year for Lifetime, which is currently the fastest-selling new format in the world,” said Twofour’s Leach (pictured, right) in a statement. “We’re looking forward to building on that relationship and bringing Change Your Tune and a number of other exciting new UK formats to the U.S. market together.”

Change Your Tune sees five unpolished singers perform before a live studio audience. Following each performance, a screen will drop before the singer. When it rises, the singer will reappear and deliver a more accomplished performance – the result of rigorous training that unfolds over several weeks, but that viewers did not have to watch.

Twofour recently sold the music-competition series to UK broadcaster ITV.

About The Author
Barry Walsh is editor and content director for realscreen, and has served as editor of the publication since 2009. With a career in entertainment media that spans two decades, prior to realscreen, he held the associate editor post for now defunct sister publication Boards, which focused on the advertising and commercial production industries. Before Boards, he served as editor of Canadian Music Network, a weekly music industry trade, and as music editor for HMV.com. As content director, he also oversees the development of content for the brand's market-leading events, the Realscreen Summit and Realscreen West, as well as new content initiatives.

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