GUINNESS WORLD RECORDS INKS HUGE DEAL WITH BANIJAY

Guinness World Records (GWR) has announced it will partner with Banijay Group in an international sales drive for its primetime family entertainment show format. The year-long deal marks the world-famous brand’s biggest option deal to date and will span 15 key markets including UK/Eire, USA, Australia, and Germany. The format has already been produced by Banijay Group’s Magnolia in Italy as a five-part series, titled “La Notte Dei Record,” which premiered on TV8 in 2018, achieving impressive audience figures 26% above the slot average. 

The adrenaline-fuelled studio format features record-breaking in all its forms with hopefuls going head-to-head in record challenges as well as established record-holders vying to break their own world bests, all under the watchful eye of the official Guinness World Recordsadjudicator.

Karen Gilchrist, Guinness World Records’ Director of Visual Content, commented: “Just like our book, record-breaking has broad family appeal, making it perfect appointment-to-view entertainment. Banijay’s contemporary approach to programme making and their in-depth market knowledge makes them the perfect partner for this project and we’re really looking forward to working together”.

Carlotta Rossi Spencer, SVP of Format Acquisitions at Banijay Group, said: “The partnership with TGWR was a no brainer. With a brand that resonates worldwide, a format that is both scalable and hugely versatile, and an incredibly well-established audience and fan-base, the potential for a collaboration was obvious. Already we’ve seen the show perform well in Italy and we are now looking forward to travelling it further across our footprint”.

Celebrating its 65th anniversary in 2020, Guinness World Records has built up a massive global audience with over 16 million followers on Facebook, and over 5 million subscribers on YouTube. It is also the third biggest brand in the world on TikTok with over 3 million followers. The world-famous book remains a perennial bestseller too with over 143 million copies sold to date.

The 15 territories covered by the deal with Banijay Group are: UK/Eire, USA, Australia, New Zealand, Germany, France, Spain, Denmark, Norway, Sweden, Finland, Russia, Belgium, Netherlands, and India.