Format

Following its recent acquisition of The North Road Company, Mediawan is strengthening ties with its newly integrated production labels by taking Kinetic Content’s original unscripted format Trojan Horse into several major European markets. The group has secured option rights for the format in France, Spain, Italy, Germany, the Netherlands and Finland, where local Mediawan companies will oversee development and adaptation. The move reflects the company’s strategy of creating internationally scalable entertainment IP while encouraging collaboration across its production network.

Developed by U.S.-based Kinetic Content, the production company founded by CEO Chris Coelen, Trojan Horse is a high-concept studio game show inspired by the famous Greek myth. Contestants are faced with a giant Trojan Horse and must determine whether it conceals a valuable reward or a dangerous setback, combining suspense, strategy and large-scale entertainment.

“Joining Mediawan has given us the opportunity to develop and share original IP across an outstanding network of producers,” said Chris Coelen, CEO of Kinetic Content. “Trojan Horse was designed as a format with international appeal—easy to understand, adaptable to different markets and capable of engaging audiences everywhere. We’re excited to see our European partners bring it to local viewers.”
Elisabeth d’Arvieu, Group Chief Content Officer at Mediawan and CEO of Mediawan Pictures, said the agreement highlights the company’s ambition to reinforce creative and commercial synergies across its international production business. She noted that developing the same high-potential format simultaneously in multiple territories will allow Mediawan to combine local expertise with a coordinated approach to premium unscripted content, strengthening the long-term value of the IP.