Family Feud strikes publishing and scratch card deals as brand continues to extend beyond TV

Family Feud grant denyerChannel Ten game show Family Feud is continuing its extend its brand beyond television with a word hunt book and lottery scratch card set for launch.

The show’s format owner and producer, FremantleMedia Australia (FMA), has struck a publishing deal with Bauer Media Books to produce Word Hunt books, to be sold in newsagents and bookstores nationally from November.

In a separate agreement, FMA will work with Scientific Games Products Australia to create Family Feud branded lottery scratch cards. The first cards will be released by Lotterywest in Western Australia under its Scratch ‘n’ Win brand.

FMA director of brand partnerships, Zara Curtis, described Family Feud as becoming one of Australia’s “most loved and diverse brands”.

“We are delighted at the brands on-going success and we’re looking forward to continuing the rollout of our commercial brand strategy to amplify Family Feud and put it in the hands of fans,” she said.

The development of the brand follows the launch last December of the Family Feud board game, of which 100,000 have been sold, according to FMA.

The show has been a surprising success for Ten since returning to the schedule last July, regularly pulling in more than 700,000.

It has also given the network a point of difference from the news bulletins on Seven and Nine, with the regular 6pm time slot providing consistency for Ten, something craved by media buyers.

Ten chief executive Hamish McLennan said last October: “What is also important is that we are bringing proper stability to our schedule. Monday to Friday between 5pm and 7.30pm we have a solid block that is growing ratings wise and that is resounding with media buyers.

“If you look at it from their perspective, while we have had good shows, we have been really inconsistent [in scheduling] and if you are placing media buying orders with Ten, or had been, because of our unpredictability that has just created uncertainty.”

Steve Jones 


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