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Warner Bros Discovery, Tencent Adapting ‘Glow Up’ Format for China

Warner Bros. Discovery China is launching reality TV show “Glow Up China” in mainland China later this month.

Delving into the universe and talents of Chinese make-up artists, the series will launch on leading streaming platform Tencent Video in December at a yet-to-be-specified date.

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The 6×60 minute show is a Warner Bros. International Television Production (WBITVP) format based on a Wall to Wall production for the BBC.

This is the seventh international adaptation of the format and is structured as a partnership between Warner Bros. Discovery, Tencent Video and cosmetics brand Perfect Diary. Warner Bros. Discovery will distribute the show internationally.

“Glow Up China” gives fans a front row seat as eight passionate contestants color and contour in the hope of being crowned China’s next make-up star. Inspired by Chinese influences, cultural elements and local beauty trends, the contestants’ diverse talents will be judged by industry experts Tony Li and Chen Xinmiao. The series includes several star guests, including actress Zhao Lusi, singer Jike Junyi, make-up director Xiao Jin, and fashion designer Lan Yu.

“The Glow Up brand is a worldwide success, and we’re excited to add an international adaptation with unique Chinese flair,” said Clark Wang, VP, head of franchise, Greater China & co-lead, production, Greater China and SEA. “Combining our creative and production expertise with successful local partnerships, this series champions homegrown talent and stories that resonate on a local and global scale.”

Mainland China has been a tough market for western companies to penetrate due to multiple regulatory differences and the difficulty of operating their own TV channels or streaming platforms. And for many years, foreign formats appeared to be in a legal gray area.

Tencent Video recently revealed that it had 117 million paying subscribers at the end of September. That was a 3% year-on-year decline, but represented quarter-on-quarter growth of 1%, and makes the company China’s largest long-form video streamer.

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