Production company Saga Film has sold the concept for an Icelandic design reality television program abroad.
CEO of Saga Film Kjartan Þór Þórðarson told Fréttablaðið that this was the first time that a format of an Icelandic program is sold abroad. The concept, based on the program Hannað fyrir Ísland, has been sold to the U.K., Ireland and the Nordic countries, among other places.
“It is basically the same as when we buy reality television programs like Masterchef and X-Factor from abroad. We have to follow certain rules on the production of the program. Now we are sitting on the other side and are preparing rules on the production of the program,” Kjartan explained of the process. Saga Film will act as co-producers of the British, Irish and Swedish versions of the program.
The program aired on Icelandic television at the beginning of 2012 and was introduced to the major production companies in the Nordic countries and France at conferences in August and October respectively.
In the program, participants prepare an outdoor clothing design project each week with the judges voting on the best and worst designs. One participant is voted off each week and the winner is awarded the opportunity to work with clothing company 66ºNorth.