“The Effect team works very closely with our clients, production companies and our in-house creative unit, Imagine, to develop really innovative opportunities to compliment key themes, scenes or format beats. The broadcast experience can be replicated across BVOD through 10 Play’s suite of premium ad products such as Premium Pause, Countdown and Content Carousel to provide really exciting opportunities for brands.
“We’re constantly developing new and engaging assets for brands to show up differently within the content and in the ad breaks. Hovagimian also said that 10 offered authentic integration in Hunted which was supported with commercial assets that included integrated billboards, program IDs, throws, and themed TVCs. You will see that there is strong brand exposure in the program, but we can also be really clever creatively outside of the program – leveraging our broader commercial ecosystem such as 10 Play.” We didn’t want to be impacting the fugitives’ course or the hunters’ strategy. “Marty Benson and his team have always approached integration authentically and seamlessly, but this rings even more true in a show like Hunted.
Hovagimian said that while new and untried formats are always a challenge from a commercial point of view, particularly in a show where there is no script, set, or established faces, that 10 was able to create strong brand exposure both inside and outside Hunted. When you go to Fed Square with the people from Visit Victoria they just open their arms and say come in, what do you need?” Simple things like we knew that we wanted to do the start from Federation Square because it felt like a great starting point. The whole of Victoria is going to be seen over these nine episodes, I’m sure they’re going to be delighted. “They partnered with us, which is fantastic.
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The series takes place in Victoria, with the fugitives dropped off in Federation Square in Melbourne, which Benson said was made easier by the show’s partnership with Visit Victoria. When we actually started the hunt, the embedded producers and directors knew exactly what they had to do.” We had fake fugitives running around and got all our systems up in place. When asked what preparation went into this Australian first production, Benson said that there was a series of rehearsals before the show was filmed. A lot of people say to me, how can you hide it if there is a whole camera crew with them? There’s not a whole camera crew with them, there is one person running around, behind them most of the time.” “They use a small but pretty good quality handycam with this rustic on-the-run feel to them. They are the third wheel, so if they ask strangers for a lift they have to have room in the car for three of them, otherwise they can’t take them. That person films and asks them questions. That person is an embedded producer/director. “The fugitives had one person with them the whole time. When asked how the production team were able to film the show without giving away the location of the contestants, Benson said that it was due to having an embedded director or producer with the teams.
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To bring it together and get the full picture, it’s just fascinating.” It is fascinating because I was seeing everything that was going on from the Hunter’s point of view, but I wasn’t seeing anything of the fugitives while filming. “I’ve worked in this industry for 25 years, and this is the most exciting content I’ve ever made. We’ve been trying to sell this format in Australia for quite some time. 10 has suddenly realised that it was time for them to take a gamble and go for it. “We’ve been trying to sell it to Australia for years. Mediaweek spoke to Marty Benson, director of content, Melbourne, Endemol Shine Australia, and Tamar Hovagimian, partnership director effect, Paramount ANZ, to talk about how 10 brought this unique format to local screens.īenson said that this new series has been years in the making, with 10 being the station brave enough to take the plunge. With limited funds and resources, the fugitives must think of ways to survive and remain undetected on the run for 21 days, for the chance to win a share of $100,000 in prize money. In the new series, nine pairs of ordinary Australians will become fugitives and attempt to disappear without a trace with a team of elite investigators in pursuit. Channel 10 will be bringing one of the most daring TV formats in the world to Aussie screens on Sunday, July 17, when the first local rendition of Hunted premiers.
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