Format

Ukrainian VOD platform Sweet TV has commissioned a local version of “Destination X”, the adventure reality competition format distributed by Be-Entertainment that ranked among last year’s top-performing shows on major broadcasters including BBC and NBC. With this deal, Ukraine becomes the eighth territory to adapt the international hit.

The Ukrainian series will be produced by Sweet TV’s in-house team and will follow local contestants on what is billed as the “road trip of a lifetime.” Set aboard the mysterious Destination X bus — where nothing is what it seems — contestants and viewers alike must figure out “where the X they are.” Players who place their ‘X’ furthest from the actual location are eliminated, losing their shot at the cash prize. The format’s immersive, multi-screen gameplay is designed to keep audiences actively engaged.

Volodymyr Zavadiuk, Head of Originals, Big Entertainment Show Sweet.TV, stated: “We are very happy to adapt ‘Destination X’ for Ukrainian audiences. Despite the ongoing war, we still try to create quality content, which is meant to inspire and help people to have a few hours of escapism from harsh reality. Our adaptation is going to show hidden gems of Ukraine — the creative, resilient and modern country that we live in. We hope our version of ‘Destination X’ will help everyone, both Ukrainians and foreigners, to fall in love with our country. We see that Ukrainian audiences are very fond of new reality formats and we’re sure that such an innovative and modern project as 'Destination X' will be a new favourite for our people.”

Erik de Winter of Be-Entertainment added: “We are thrilled to collaborate with the amazing team at Sweet TV to bring ‘Destination X’ to Ukraine, and we are proud to be a part of this inspiring journey.”

The award-winning format "Destination X" was created and produced by Geronimo for VTM in Belgium, with international distribution handled by Be-Entertainment.