Hallmark cooks up The Biggest Loser Asia

• Hallmark Channel to produce The Biggest Loser Asia
• Teams with OmniMedia
• Casting opens today
  

Regional - NBC Universal Global Networks' The Hallmark channel is going to launch an Asian version of the popular US television series The Biggest Loser, its first foray into local production.

Hallmark is partnering with Imagine OmniMedia to launch the new show titled The Biggest Loser Asia - the same company which helped bring AXN's The Contender Asia to life in 2007.

Casting for the Asian series has opened today, and NBCU said it plans to select 30 contestants for the show which will be aired across Hallmark in over 20 Asian territories.

"Hallmark Channel is synonymous with the best inspirational shows from around the world. Like our programs, we want to motivate our viewers to truly live life, and what better way than to give many in Asia a taste of The Biggest Loser's success formula," Karen Johnston, programming director of NBC Universal Global Networks said.

"The Biggest Loser has gained immense popularity in Asia and Hallmark Channel will definitely heighten the excitement of the show with its first local production endeavour," she said.

The US version of The Biggest Loser is an unscripted series by NBC which challenges and encourages severely overweight contestants to take part in physical and mental challenges to lose weight. The winner is the contestant who loses the most weight.

The Asian version will feature citizens or residents in Asia aged 18 to 55 but excluding Japan, Australia, and New Zealand. The cash prize is US$100,000.

Hallmark successfully secured the broadcast rights for eight seasons of the popular US reality series in early 2009 and currently broadcasts the show to Asian markets including Malaysia, Singapore, and Hong Kong to name a few.

Just last week, A+M reported on the Hallmark Channel tweaking its content to be more appealing to women and advertisers.

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