A new series which will see reality TV celebrities, including Gemma Collins, exploring their connections to Wales aimed at addressing misconceptions of the country, has been commissioned by S4C.
The Welsh language channel has appointed Carlam to produce More Than Daffs and Taffs. It will see celebrities immerse themselves fully in Welsh culture to shine a light on the preconceptions and prejudices they may have of the country.
As well as The Only Way is Essex star Ms Collins, more high-profile celebrities and influencers will be announced shortly. Viewers will be guided through the format by presenter Miriam Isaac. At the end of each episode, the presenter will confront the celebrity with a recording of initial biases.
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Ms Collins said: “When I think of Wales I only really know it for the valley life. But I want to know... is there more to Wales? From the minute I pulled up in Wales, all I could smell was coal – the smell I could never forget. It’s my earliest childhood memory.”
S4C’s chief content officer, Llinos Griffin-Williams said: “S4C is committed to delivering a diverse and vibrant slate of content, ensuring relevant and exciting programmes that push the boundaries. More Than Daffs and Taffs is commissioned as part of our new strategy focused on bringing engaging, provocative shows that drive discussion and appeal to existing and new audiences.
"We want to engage with national debates and reflect a diverse, modern Wales and its relationship with the rest of the world. This commission brings broad popular talent to our platforms as they challenge preconceived ideas of Wales and Welsh culture. We are looking for noisy and distinctive shows with memorable characters, sharing unique experiences.
“Our goal is to deliver a varied content slate for 2023/24, shifting from a linear only channel to a digitally focused multi-platform Broadcaster, making popular, inclusive programming that will engage new audiences and entertain existing viewers.”
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