MIPCOM ONLINE+: DISCOVERY TO LAUNCH "CELEBRITY IOU" FORMAT

Discovery, Inc. announced its presentation plans for MIPCOM Online+, the digital version of MIPCOM 2020 from 12th October through Friday 16th October 2020. The conglomerate’s Content Sales and Partnerships division will showcase the format version of the HGTV show, Celebrity IOU, starring Drew and Jonathan Scott. “Drew and Jonathan Scott have consistently proven their ability to deliver iconic programming and high ratings for us at Discovery,” said Elliot Wagner, SVP, Program Sales, Discovery, Inc. “We are thrilled to have the opportunity to share this IP for local adaptation with the international television community."

“Celebrity IOU” has been said to be a flexible format that can be remade in different versions across countries and cultures as it contains universal themes of charity and surprise, making it more likely to entertain the audience. “The themes of the show, which include home makeovers, charity, and celebrities, will certainly resonate across global markets,” Scott said. 

The success of the show was indicated by the highest ever first-year series ratings for HGTV across several demographics. "Celebrity IOU" was the #3 new unscripted series in all of cable among P25-54 and the #4 among W25-54 so far this year. During its first season, it attracted more than 25.7 million viewers. "Celebrity IOU" serves as an example of the programming Discovery is aiming for; Specific themes with a wide reach is the quintessential example of strong Discovery programming with specific themes that have a wide reach and resonate with consumers around the world.

“Celebrity IOU” is a home makeover series in which Hollywood A-listers express thank the experts who surprised them with a heart-warming home renovation. The celebrities, including Viola Davis, Melissa McCarthy, and Jeremy Renner, get hands-on with HGTV’s Property Brothers, Drew and Jonathan Scott, to imagine a design plan and create beautifully customized spaces.