MTV UK has greenlit a new series of competition format Celebs on the Farm.

The commission marks MTV UK’s first under Ben Frow, in his expanded role as Director of Programmes at ViacomCBS Networks UK (VCN UK).

Celebs on the Farm initially ran on digital channel, 5STAR. It was fronted for two series by comedian, presenter and TV personality Stephen Bailey, who will return to host the new 10 x 60’ series on MTV. GooWoo Media are on board to continue producing the series.

Celebs on the Farm will follow a new line up of ten celebrities as they go head-to-head in a series of team and individual challenges, testing their farm hand abilities. Shot at a real farm in the Yorkshire Dales, the celebrities will be carefully watched over and judged by Yorkshireman and farmer Chris, as they endure the early starts, animal handling and manual work that come with farming life. Based on their performance, Chris will eliminate one celebrity each episode, eventually leaving just one, who will be crowned as the ‘Supreme Farmer.’

Gemma Hewlett, VP, Digital Channels at ViacomCBS Networks UK, who commissioned the show said: “Fun, feel-good and noisy programming is a staple of the MTV slate and Celebs on the Farm not only fits the mould, but is an exciting example of how we’re leveraging our content across the wider VCN UK portfolio. With Stephen at the helm, the series will continue to maintain all of the warmth and humour that current fans adore, whilst bringing in a range of familiar faces that will appeal to a MTV audience.”

Richard Woolfe, Creative Director of GooWoo Media said: “We are all looking forward to getting our wellies on with another plucky bunch of celebs living their best and funniest farming life ever. We’ve got big challenges for our celebs to tackle – they’ll be getting up close and personal with the animals, helping Farmer Chris with some of the messiest and smelliest tasks we could find!”

Celebs on the Farm has been commissioned by Hewlett for ViacomCBS and will air early next year. The show is Exec produced by Woolfe for GooWoo Media. Further details, including the talent line-up, will be revealed at a later date.


Jon Creamer

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