Brand Events has emphasised its commitment to launching more shows after selling its Who Do You Think You Are Live event to the BBC.
Brand Events MD Andrew Evans said it parted with the annual UK event as part of a rationalisation of its portfolio. The organiser’s objective is to focus on core brands that can be expanded in the UK and globally.
BBC Magazines Bristol will take over management of Who Do You Think You Are Live from 2011. The BBC business will run the event in association with Wall to Wall, a Shed Media company and producer of the TV series. Wall to Wall and Brand Events launched the show in London in 2007.
“We want to ensure the products we focus on are key to expansion and that can be cloned,” Evans said. Brand Event’s overall proposition for each show it creates is to take it worldwide, either through global subsidiaries or as a joint venture.
“We launched Who Do You Think You Are Live with great success, but there’s only ever one show to run in the UK,” Evans said. “The investment from BBC and Shed Media in the series is greater than ours.
“Given how significant the show has become, it’s a good time to sell an asset and focus our team on other products core to our business.”
Brand Events also sold its La Dolce Vita Show in the UK earlier this year to Single Market Events. But Evans stressed the portfolio changes were not indicative of any wholesale realignment.
“We’re just doing some adjustments in line with our business proposition. We’re now looking for launch opportunities and focused on taking the brands we have worldwide,” he added.