Romanian makeover format Miss Country Girl is heading into Asia, with FMCG giant Proctor & Gamble onboard as programme sponsor.
Thai broadcaster Channel 3 will air a 13-part local version of the reality format, which was originally devised and produced by Romanian production company Media Factory for Prima TV. Channel 3 is owned by BEC-TERO Entertainment and state-owned MCOT.
The format was selected via an international pitch organised by P&G, which was looking for a show it could sponsor for Asia. Thailand is the first country that will produce the format under the P&G deal, according to the format’s asian singapore based distribution company, Bomanbridge Media.
The Media Factory format “stole the show by showcasing to P&G in a positive manner how beauty can transcend economic and regional divides – a message that fits all too well in developing countries within Asia that have both a booming urban and plentiful rural landscape,” added Sonia Fleck, CEO of Bomanbridge.