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British ITV to Air QuizUp

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British ITV to Air QuizUp

Þorsteinn B. Friðriksson, CEO of Plain Vanilla.

Þorsteinn Baldur Friðriksson, CEO of Plain Vanilla. Photo: Geir Ólafsson.

The British television station ITV has decided to purchase quiz shows based on the video game QuizUp, created by Icelandic company Plain Vanilla, according to RÚV. Thus, it has joined US network NBC, which has made a ten-episode order of the show and plans to air it prime time, according to Deadline.

The game format, which is based on the Icelandic video game, was developed by NBCUniversal International Studios in partnership with Plain Vanilla Group. It was introduced by NBCUniversal International Studios at the MIPCOM international film and program market in Cannes Oct. 4-7. Four million people in the UK play the Icelandic video game, which has 75 million users worldwide. The UK version will be produced by one of the production entities of NBCUniversal International Studios.

QiuzUp has gotten a lot of attention at the MIPCOM trade fair, which is held annually in Cannes.

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