Viu & Keshet International sign a two-show deal for Indian audiences

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Viu, a leading OTT video service by PCCW, announces its alliance with Keshet International, the global production and distribution arm of Israeli media company, Keshet Media Group, for a two-show deal.

The partnership brings adaption rights to Viu for two of KI’s acclaimed scripted formats, the romantic comedies ‘The Beauty and The Baker’ and ‘The Stylist’, both of which originally premiered on Keshet 12 in Israel. ‘The Beauty and the Baker’ will be adapted locally by the prominent Annapurna Studios for Viu, while the show-runner for ‘The Stylist’ will be Bollywood biggie Goldie Behl with Rose Audio Visuals helming the production.

“Our aim has always been to encourage and showcase original and premium content, and Keshet International shares our vision of creating great quality entertainment with local flavor for the audience. This partnership with Keshet International gives us the liberty to bring two highest viewed, prime time shows in Israel to the Indian market. Along with bringing more entertainment for our audience, we are adding to the repertoire of offerings delivering unique concepts for the region,” says Vishal Maheshwari, Country Head – Viu India.

Gary Pudney, KI’s General Manager of Asia adds, “We are excited to be partnering with Viu for the very first time and bringing these two entertaining and engaging romcoms to Indian audiences. The international success of our shows, including Prisoners of War, Traffic Light, False Flag and The Baker and The Beauty, demonstrate how well Israeli storytelling travels and captivates audiences around the world.”

The alliance stands true to Viu’s core ethos of bringing high-quality content to audiences across demographics. These shows cater to our core target audience, hence they are being adapted. In the past, the digital platform has partnered with mammoth production houses like HBO Asia, Lone Ranger Productions, Phantom Films, India, South African Broadcasting Corporation to name a few. This time around Viu will be seen adapting the romantic comedy ‘The Beauty and the Baker’ in Telegu, while ‘The Stylist’ will be adapted in Hindi.

‘The Beauty and the Baker’ follows the impossible love story between a simple baker and an international superstar. Following a chance encounter, can their ardour survive her jet-setting lifestyle, her overbearing agent, their different socio-economic backgrounds, both their exes and the media. The original Hebrew series, created by Assi Azar, had the highest rated first season debut of a scripted series in Israel.

In ‘The Stylist’, a small-town girl with big ambitions, and an equally big attitude, gets her first break in fashion, only to discover that her dreams come with a price to pay – in love, in her career and in her values. Based on an original Israeli created by Dana Eden, Michal Moncaz, Tamar Marom, Avner Bernheimer for Keshet 12, this romantic comedy-drama set in the glamorous world of style and celebrities is a story that is bound to resonate with audiences in the Hindi speaking belt of the country.

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