Magic Comes To Cannes With Global Launch Of Impossible?

London, 31 March 2011: GroupM Entertainment and Sony Pictures Television's 2waytraffic have combined forces to launch the world's first ever magic based game show to the global market, as they bring Impossible? to MIP TV next week.

Created by UK production house, Gogglebox Entertainment, and co-produced with GroupM Entertainment, Impossible? is a high stakes, battle of wits between contestants and a professional illusionist.

Ahead of its Cannes debut, Impossible? has been commissioned by UK network, Channel 5, and is in production for primetime launch later this season. International interest is already growing with several options in discussion.

Across five rounds in this unique format, the illusionist sets up a series of spectacular and seemingly impossible feats. The contestants' dilemma is to decide whether what he's proposing is indeed possible or impossible?

If it's possible, the magic is played out in front of them, but even in a magical world, some things are impossible. Deciding which is which, is tough for the contestants right from the start, and it only becomes tougher as their sense of what is possible and what's not, is stretched to the limit. Call it right and they can win major cash prizes.

Impossible? offers audiences the brand new experience of spectacular magic alongside gameshow jeopardy with all the drama, tension, entertainment and play-along of both.

GroupM Entertainment Managing Director Richard Foster said, "We were excited by the initial idea from Gogglebox and thoroughly enjoyed realising the idea for Channel 5 in the UK. We're equally excited by the possibilities of the show internationally, and look forward to working with 2waytraffic, providing support where required to help broadcasters realise local versions."

2waytraffic Managing Director, Ed Louwerse, said, "From Harry Houdini to David Blaine, the art of illusion is one of the most powerful ways to captivate and entertain audiences everywhere. Combining these jaw-dropping illusions with the competition of a game show, Impossible? is a brilliant new way to create compelling, appointment viewing across all age groups and nationalities."

Illusionist, Philip Escoffey, will host and perform in the UK version of Impossible? for Channel 5. Escoffey will be attending MIPTV to present a special illusion event at the Sony Pictures Television stand.

Editors Notes

The primary role of GroupM Entertainment is to produce, finance and distribute entertainment properties for a wide range of international markets. The company's primary business interests extend across all media platforms and a variety of genres, including entertainment, factual entertainment, factual and drama.

About Sony Pictures Television

Sony Pictures Television is one of the television industry's leading content providers. It produces and distributes programming in every genre, including series, telefilms, theatrical releases and family entertainment around the world and for every platform: broadcast and cable television, first-run and off-network syndication and digital distribution. In addition to one of the industry's largest libraries of feature films and television shows, SPT boasts a current program slate that includes the top-rated daytime dramas and game shows, landmark off-network series, original animated series and critically acclaimed primetime dramas, comedies and telefilms.

Internationally, SPT is a leader in local language productions around the world, some of which are co-produced with local partners, and sells SPE-owned formats in approximately 70 countries. To better serve its clients and partners worldwide, SPT maintains offices throughout the world, including Argentina, Australia, Brazil, Canada, France, Germany, Hong Kong, Hungary, India, Italy, Japan, Korea, Mexico, the Netherlands, the People's Republic of China, Russia, Singapore, Spain, Venezuela and the United Kingdom. SPT's worldwide television networks portfolio is a key strategy in SPE's long-range commitment to the global marketplace, with 132 channel feeds, which are available in more than 142 countries reaching more than 500 million households worldwide. SPT also creates original content for and manages SPE's premium video website, Crackle.

Additionally, SPT owns Dutch entertainment company 2waytraffic, production company Embassy Row and Sony Movie Channel, and is a part owner of cable channel GSN, new 3D channel 3net, FEARnet, the premier horror/thriller website and VOD service, and national media sales company ITN Networks, Inc. SPT advertiser sales is one of the premiere national advertising sales companies, handling the commercial inventory in SPT's syndicated series as well as in all of SPE's digital businesses in the United States. SPT ( is a Sony Pictures Entertainment company.

For further information, contact:
Mark Macdonald
Executive Director, Corporate Communications
Tel: +44 207 533 1363