China’s second largest TV channel CCTV2 has acquired local rights to Red Arrow International’s cooking competition show “The Taste”. Starting with casting calls in four Chinese major cities – Beijing, Shanghai, Chengdu, Guang Zhou – “Wei Jue Da Zhan” (“The Big Battle of the Taste”, local title) premieres in November. Siemens Home Appliance is the exclusive sponsor – with full sets of cooking appliances to start their biggest marketing activities in China to date.

In close cooperation with Red Arrow International’s business partner Yadii and CCTV, Red Arrow Entertainment Group assisted in setting up the production for “The Taste”. Together with German top tier designers Jerry Appelt (lighting design) and Florian Wieder (set design), Red Arrow consulted on developing the look and feel of the Chinese version. Red Arrow’s creative team together with lighting director Marcus Bossdorf overseeing the implementation on location in China.

Yan He, Senior Vice President Sales, Asia Pacific at Red Arrow International says, “The love of food is universal and no cuisine is as versatile and diverse as Chinese cooking – so ‘The Taste’ is the ideal format for China’s largest broadcaster. We have had a long lasting partnership with CCTV and I am delighted to work in such close cooperation with them.”

Michael Schmidt, Group Director Creative Operations at Red Arrow Entertainment Group: “‘The Taste’ travels the world. It is amazing to see so many local versions in such a short time – each with their regional twist. From lighting and set design to production management and helping adapt a format to local requirements – Red Arrow’s 360° consultancy delivers the full package and helps our clients build the ideal brands for their territory. CCTV2 reaches 1.2 billion people, so working with our friends at CCTV was an experience unlike any other – I can’t wait to see the result.”

 About “The Taste”

Our culinary superstars are going back to basics: The Taste! Both home cooks and restaurateurs are given the opportunity of a lifetime, as they sharpen their skills and train with the best culinary experts in the business. The superstar mentors will each coach a team of cooks, who they hand pick based on their dishes alone. In each episode there are two challenges; a team challenge and an individual challenge. At the end of each show the mentors must decide together whom to eliminate.

Created by Kinetic Content and originally commissioned by ABC, the U.S. version features four celebrity judges, headed by famed foodies Nigella Lawson and Anthony on a quest to find America’s next super chef. A second season is currently in production for ABC. Sales of “The Taste” include CTV in Canada, Australia’s Nine Network, Germany’s Sat.1, Channel 4 in the UK and M6 in France.