lifetime series to shoot in Phl
A+E Networks’ Lifetime Asia and Canon are partnering once again to entertain and inspire with a brand-new six-part, digital-first original production, Who Runs The World, which comes out of the gate on digital first leading up to the long form series to launch in the third quarter of the year. Hosted by popular Singaporean social media influencer Yeoh Mong Chin, the series combines fitness and lifestyle themes, all rolled into one series, as she travels across Southeast Asia for a once-in-lifetime challenge — six races in six countries including the Philippines.
Each half-hour episode will take Mong Chin to a different country, where she will get a leg up from locals who will help her along the way. Whether it’s a musician who curates the perfect playlist for Mong Chin’s runs, or a fashion designer who will make the coolest leggings for her to wear, Mong Chin will introduce viewers to some unique individuals and their favorite hangouts — and capture it all in Instaworthy technicolor glory. For the first time ever, Lifetime fans will be able to go behind the scenes and follow the production team and Mong Chin’s adventures in real-time. The series will adopt a “digital first” approach with exclusive online content that will be launched on-location as the series is being filmed, to allow the audience an immersive and deeper experience.
“This is an innovative approach to create content that transcends platforms and illustrates how we can integrate our long-form and short-form series with digital opportunities to draw our audience even closer to our brands. Experiences are what millennials value most; they celebrate and appreciate the journey. We are confident that with this show we can take that experience a notch higher by making it truly multiplatform and multi-dimensional,” said Prem Kamath, A+E Networks Asia deputy managing director.
“We are thrilled to continue our collaboration with A+E Networks and create content for a new generation who are passionate about photography and actively sharing their lives on social media. We believe this series will resonate well and appeal to them in a multitude of ways,” said Naohiko Hayashi, senior director and GM of Regional ICP Sales and Marketing Center, Canon Singapore Pte Ltd. Who Runs The World is the latest partnership between A+E Networks Asia and Canon that have previously partnered to present the successful four-season Photo Face Off. Beach House Productions, that produced the series, also produce Who Runs The World for A+E Networks Asia. Who Runs The World has begun filming last April and is set to debut on Lifetime Asia in the third quarter of 2018.