FEED Issue 18

48 XTREME Insight TV

launching a new series that places the spotlight on people with unique talent in martial arts. It explores the many different forms of martial arts and examines the ancient techniques, traditions and systems, alongside the different cultures that produced them,” Maljaars explains. Insight TV bills itself as an outlet for those who have previously been underserved by traditional sports broadcast. It focuses on the niche and the stories of the athlete, instead of solely on the sport being played. As a case in point, Maljaars puts forward drag racing and Jndia Erbacher– the fastest female drag-race pilot in Switzerland. Erbacher’s father, Urs, also races cars and is a six-time European Drag Racing Champion. “We wanted to shine a light on her specifically, because drag racing is a world of sports that is so dominated by men and, right now, her situation is unique. We could have created a series about her father, but it’s not suited to our target audience. We want to create stories that inspire our audience,” he points out. The series, produced in partnership with Monster Energy, is a retelling of Erbacher’s story and explores her family workshop – which houses her and her father’s race cars – and home, where the team were invited to stay during the production of the

WE WORKED OUT THAT OUR TARGET AUDIENCE WERE STILL BUYING TV SETS, THEY JUSTWEREN’T BUYING CABLE OR SATELLITE

content – nor does it make any plans to – it explores different angles. Insight TV has a series premiering this September that sees four football legends visit inmates in prisons from their hometowns. Maljaars explains: “We did this because these players, like many of the inmates, are working class and grew up playing football on the streets. The series sees them talking to the inmates about decisions, football culture and how they too could have landed themselves in prison if they had just made a few wrong turns in life.” Maljaars tells us the series is about connecting with the inmates and inspiring them about their future, but it’s also about inspiring the target audience and connecting with them to say: “Sure, football is fun, but be careful with what you’re doing out there, because it could also affect the rest of your life.”

series. Maljaars adds: “We got to know her, her family and we became part of her inner circle, and this allowed us to create the best story with, of course, a combination of some cool action sports stuff, too.” THE LONGEST YARD Insight TV does cover some mainstream sports, but because it doesn’t produce live

FAST & FURIOUS Jndia Erbacher, the fastest female drag-race pilot in Switzerland, and the subject an Insight TV series

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