A3MI to shop global rights for TV adaptation of online format Blue Therapy

by | Jun 12, 2023 | News

Global TV distributor All3Media International is partnering with producer Luti Media. They are taking couples therapy series, Blue Therapy (working title) to the global market, leveraging various content distribution platforms. Based on the Blue Therapy YouTube series which launched in 2021, a TV version of Blue Therapy (w/t) has been commissioned for a full series by UK youth-oriented channel E4. A3MI will handle both tape sales and format rights for the series.

The original YouTube series began as a six-part reality show that quickly became an online sensation. Overall, the series averaged two million views per episode, across 15 territories. This included the UK, US, The Netherlands, Nigeria, Australia and South Africa.

Commissioned by E4, the TV version of Blue Therapy(w/t) will premiere in the UK, later this year. It will explore the complex relationships of five diverse and aspirational couples. Set in a country house, the couples meet with relationship coaches to face up to the conflicts in their partnerships. Surrounding topics include race and interracial relationships, class, children, careers and gender role expectations.

Luti Fagbenle, founder and managing director of Luti Media, called All3Media International “the perfect partner in Blue Therapy’s journey.” He added: “Our elevated series opens up a bigger, bolder, more glamorous and inclusive world which amplifies the moments that made the original series a global online sensation. From the gripping confessionals, provocative statements and enthralling yet relatable relationships, Blue Therapy is compelling, eye-opening and provocative viewing.”

Rachel Job, SVP non scripted content at A3MI, added: “With intimate access into the lives and relationships of five culturally diverse couples, the series breathes new life into universal dating debates. It offers a forum for voices and cultures we rarely see on screen. Addictive, glamorous and thought-provoking, we can’t wait for our clients to discover why Blue Therapy will be their latest television obsession.”

The series was commissioned as part of Channel 4 and Motion Content Group’s Diverse Indies Fund. It is to boost commissions from small and medium sized ethnically diverse-led companies. Luti Media will produce with Trend Centrl and Motion Group.

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