What was your first reaction when Quiz Duel was first pitched to you?
The idea to combine the successful non-linear application Quizduell with an attractive and entertaining TV show was thrilling. Creatives all over the world try to bring the two different worlds - Internet and Television - in a lot of different ways together. Quiz Duel is one of the most convincing attempts - with high ratings on TV and satisfying participation in the online game.
What audience did you want to target with such a novelty and somewhat risky format?
We expected that younger audiences would be attracted to such an innovative format. Nevertheless, our aim was to make the show also attractive for viewers, who do not take part actively in the game. TV ist still a “lean-back-medium”, especially in the pre-evening timeslot, in which we air Quiz Duel.
How many viewers play on average?
On average, about a hunded thousand users play per show. More than 1.5 million have registered for the game and downloaded the app.
After a slow start due to technical difficulties, the show grabbed the viewers’ attention after its primetime celeb editions in season 2. Did you expect that and was that the only reason for the success of the format?
The reason for the success is the combination of an exciting and entertaining concept and the performance of our excellent host Jörg Pilawa.
Do you think the show would have “survived” on a commercial channel?
This question you need to ask the commercial channels.
What is the future of Quiz Duel on ARD after the success of season 3?
In the next few weeks we will decide how to proceed.
Do you plan any other interactive formats?
In our primetime show Spiel für dein Land (Play for Your Country) the audience can join in with an app as well. Users in Switzerland, Austria and Germany compete live against each other or have to answer questions about typical behavior in their countries. These “polls” have surprising results - a really entertaining part of the show.
How was the idea for the format Quiz Duel born? It has been almost less than a year between the launch of the Quizduell app on the German market (2013) and the premiere of the show on ARD (2014).
The idea came together through different ways. First, we of course followed the success story of the Quizduell app that happened not only here in Germany, but basically all over the world. We started to think about using that hype to create a TV format. Then, we found out that our Swedish sister company had actually already acquired the TV rights, so we were good to go. At the same time, our host Jörg Pilawa had the idea of turning the app into a TV show, as well. So we decided to join forces and take the show to ARD.
Tell us about the pitching process. Was the idea pitched only to ARD? How did the broadcaster react at first to the concept?
Yes. ARD immediately expressed interest in our idea and we continued developing the show in close cooperation. Luckily, ARD and we saw eye to eye on not only turning the app into a show, but in integrating the app into the show and creating a truly interactive format.
What was the biggest challenge in the execution of the project?
The biggest challenge was to connect the TV world with the online world, mostly on a technical level. Programmers for the app and the TV gameshow software needed to work very closely together to figure out how their systems, that would need to function on their own as well, could also work together. And then there were issues like creating a viewing experience that doesn’t feel out of sync. Usually, a TV signal needs a few seconds to reach the viewer. But a screen in the app is published immediately. You need to figure out how to align the events that happen in the show with the events that happen in the app. The app must enhance the viewing experience and not destroy it.
It seems that the format began to score with the viewers after the primetime editions with celebrities in spring 2015. Is this what triggered the change in viewers’ interest or was it just a matter of time for them to get used to the format?
It is of course always a great chance to reach a primetime audience. But the show needed to find its audience in the pre-evening slot, which it did quite on its own. The ratings consistently rose over time.
Did you at any point doubt in the success of the format?
Never. Even though we had quite a rough beginning and it was a huge challenge, we always kept believing that this would work, that the audience would welcome the chance to participate in a quiz show from the comfort of their home.
How expensive is your show compared to other quiz formats?
We broadcast live every day. And on top of the usual TV show, there needs to be extra effort and personnel concerning the programming and running of the app.
Are interactive quiz formats going to get more popular? What is the future of such formats?
We strongly believe so, yes. Viewers have always watched quiz shows to test their knowledge, to learn something new and to quiz along. Now they have a chance to actually show what they know and directly influence the show they are watching. Jörg Pilawa for example currently presents the primetime show, Spiel für dein Land (Play for Your Country), which also allows viewers to actively take part via app. That is just proof that interactive formats work.
Tell us about the idea to create a TV show from the popular app QuizUp. How did it all start?
The QuizUp app team had been in touch with Apploff Entertainment about whether there might be an opportunity for a TV adaption of their internationally renowned app. The idea was then pitched to NBC’s Paul Telegdy (President, Alternative & Late Night Programming) and like the rest of us he loved the simplicity of the app gameplay and saw its potential as a TV show. The show was in development for the best part of a year and pretty soon our SVP Format Sales & Production, Yvonne Pilkington, and I got involved on behalf of NBCUniversal International Studios. The plan was always to take the show to market ahead of it airing in the United States.
What audience does this novelty format target?
The fantastic thing is that QuizUp already has tens of millions of players around the world. Given the app’s users are younger than the usual quiz show audience, there’s a huge group of potential viewers who already know and love the game. But we see this as a big mainstream entertainment event, so we’ve done a lot of work to make sure that even if you’ve never heard of QuizUp, let alone played it, you can enjoy the spectacle of our player in the studio taking on contestants who join us from homes around the country.
What is the biggest challenge in the execution of the project for an interactive quiz?
The team have spent a lot of time making sure that the technology is totally secure – we’re doing something that’s never been attempted before - having players at home joining our studio contestant in a series of exciting quiz battles. The sense that anyone in the country can take part in our show is really exciting. Beyond that, we’re bringing the same discipline to bear on the development of the show as we would for any huge entertainment launch…this has to work as a show for a broad audience, not just people who love taking part in quizzes.
How expensive is the format compared to other quiz formats?
Quiz shows haven’t been a big part of the primetime schedule in quite some time, so I’m not sure how relevant those comparisons are. Having said that, this is an ambitious show, so it requires a certain level of investment from our network partners.
In Germany, ARD airs the interactive format Quiz Duel which is also based on a popular quiz app. Are there any similarities between the two formats?
They are very different concepts even though they share a similar starting point. Quiz Duel features teams, whereas our show sees one in-studio contestant taking on the whole nation! The Battle dynamic at the heart of our show is a simple yet compelling bit of gameplay and it means that we ask many more questions across the hour than other quiz shows. I’m all for competition, so may the best format win!
The format was unveiled big time at MIPCOM 2015. What was the reaction of the industry?
I think it’s fair to say that QuizUp was the entertainment format that caught the imagination of the market. At the end of the day broadcasters buy shows because they’re excited by the possibilities they can see in a format. Selling the show to ITV was a hugely important moment…it’s so rare to sell a show in the room, but when that happens, you know you’re onto something big.
When will the format go on air?
I can’t go into specifics, but let’s just say that 2016 is going to be a very big year for QuizUp. ▪
