TOWIE format wins over Chinese viewers - ‘Shut uuuuup!’

The Only Way is Essex's scripted reality set-up has proved a satellite ratings hit in China

Smile ‘The Only Way is Essex’ is popular in China, with a version being filmed in Beijing (Lime Pictures)

I thought I had some brief respite from The Only Way is Essex after the 16th series ended last month. Alas, the scripted reality show populated by Ronseal orange, lamb-dressed-as-mutton girls and boys who live with their mums, despite owning “boutiques” on Loughton High Street, just won’t go away.

The gap between the series ending and the Christmas special – filmed last week in the Scottish Highlands, in case you’re interested – was filled with news from China. Yep, it turns out the format has proved relatively popular. The Chinese version, called San Li Tun De Peng You Quan, follows the lives, loves and ridiculousness of a group of mates living in Sanlitun, a district of Beijing, full of shops, bars and clubs and lots of expats. Among the cast is a pop star, an ice skater and a girl who makes a living with an online shop on Taobao, a Chinese eBay equivalent. The 45-minute episodes include scenes viewers will recognise from Towie; awkward, staged chats about where relationships are going, silly ice skating scenes and there’s a storyline on the police being called after noise from late-night partying. To my knowledge, there’s been no mention of vajazzles, but you never know.

All3Media reports that its show, which in China is produced by Hanan and its Mango TV arm as well as local indie production company Zhang Hong, has been a success. They say it’s the 14th most-watched satellite show airing at the 10pm time slot. So not a smash hit as such, but also ratings not to be sniffed at in a country where most houeholds have 50-plus channels.

Not that I should be surprised really. The Asian market is seen by the UK industry as having huge potential for growth. The year 2013 saw a 40 per cent rise of sales of British TV shows to the country – Downton Abbey is hugely popular, as is Sherlock – and, while there was only a one per cent rise in sales of both British programmes and formats last year (amounting to a not huge £16m sales according to independent trade body Pact), those that can drive the industry are making it clear they can’t get enough of our telly.

When the Chinese president Xi Jinping visited the UK in October, deals were done to make a Chinese version of Coast co-produced by BBC Worldwide and Shanghai Media Group, with filming beginning in spring 2017. They also agreed to air the Sherlock Christmas special in cinemas. Given that the last series was watched by some 98 million fans, Steven Moffat said in November that there is a reference in the upcoming “Abominable Bride” that only Chinese speakers will understand. Shut Uuuuup! As our Essex-based pals might say.