UKTV has ordered Kia’s Road To Rio, a six episode travel series for their Dave channel which will see comedians Mark Watson and Henning Wehn drive through South America ahead of next year’s FIFA World Cup in Brazil. UKTV has partnered with advertiser funded programme specialists A Brand Apart Television and ITN Productions for the international series, which will enter production in January and air in more than 50 countries.
Produced by ITN Productions, Kia’s Road To Rio – which will feature Kia branding – is set to follow the comedy duo on their exploration of the countries, people and cultures that the world will come to know so well when the football tournament kicks off, with a finale episode set in Rio. En route, they will laugh with football-obsessed locals, face roadside dramas, sample the local cuisine and unique way of life and meet famous football players as they begin to learn what the sport really means to the different people and why the South Americans are so exceptional at the sport.
“We are sure the Dave audience will be as excited about the FIFA World Cup in Rio as we are”, said Steve North, General Manager of Dave. “It is great to have Mark Watson and Henning Wehn back onto the channel and it’ll be interesting to see how their travels around South America unfold.”
UKTV’s Commissioning Editor Iain Coyle commented: “The series will offer an exciting insight into the host country of the FIFA World Cup and a fun way for Dave viewers to get ready for the biggest sporting event in the world. We’re really excited to be working with ITN Productions and A Brand Apart on this unique project.”
Emma Read, ITN Productions Head of Factual and Features, said: “This is the football fuelled road trip of a lifetime celebrating the unique and extraordinary approach to life and football in South America through the eyes of our intrepid duo, Mark Watson and Henning Wehn. ITN Productions is thrilled to be producing this ambitious series in the run up to the World Cup with A Brand Apart for Dave.”
While Neil Osborne, CEO of A Brand Apart Television, added: “We’re delighted to be working with another prestigious international brand such as Kia, being able to deliver huge exposure from partnerships with leading networks all over the World. Brand funded programming is an excellent route to television for brands, especially when a single investment can roll out internationally and across multiple platforms.”