Omnicom Media’s Highway Entertainment has signed on to take dance-series format Revolution to the international market.

Produced by Quebecor Content and Montreal-based prodco Fair-Play, the series sees solo performers and groups of dancers competing for a $100,000 prize. A previous announcement on the series stated that the format was designed to match the success of Quebec’s singing competitions on the dance front.

According to a release sent today to coincide with NATPE, Highway is contributing funding to the format and helping to sell it internationally. Former broadcast exec Adam Ivers heads up Highway Entertainment as president and CEO. The company has first-look deals with Frantic Films and marblemedia to develop programming and branded content for broadcast and digital platforms.

Highway, owned by media-agency holding company Omnicom, has deep links in the marketing world and put brand partnerships at the centre of its model. In the release on Revolution, Ivers indicated the company will be looking for possible brand partners in the international market. “”We see tremendous potential for a fresh dance concept to capture the imagination of audiences. We’ve been looking for some time to partner with Quebecor Content and Revolution is an engaging, original, brand-friendly project that grabbed us immediately.”

Revolution is scheduled to premiere on TVA later this year.

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