Jakarta, December 8th, 2020 – In 1996, Adrian joined production company, Celador, as head of program development. Adrian was part of the original creative team that developed the television format, Who Wants To Be A Millionaire?®. Celador International was formed in 1999 to manage the worldwide commercial exploitation of the Celador owned Millionaire intellectual property. Adrian grew the company from its inception, becoming its Managing Director, and was instrumental in building Millionaire into a $1BN content and entertainment IP business. Adrian pioneered and implemented a brand and marketing roll-out strategy for Millionaire that was subsequently copied and adopted as the industry standard when Big Brother, Idol, X-Factor, Got Talent and other international formats were brought to market.
Under Adrian’s leadership, Celador directly licensed and managed the Millionaire IP rights into 107 countries across the areas of television formats, consumer products and digital rights. Millionaire generated $750M at retail within its first 24 months and, by 2001, it was the most played mobile phone game in the world with approximately 100M users.
Adrian negotiated format and consumer product license deals with major broadcasters, producers and consumer product licensing partners in more than 60 countries internationally and built upon the success of Millionaire with the roll-out of reality hit You Are What You Eat into 19 countries and primetime quiz show, Brainiest into 16 countries. Adrian steered the strategic and creative direction of Celador, overseeing the acquisition of new television format rights (including primetime quiz show Mr & Mrs), as well as taking a hands-on responsibility for the major international television markets, including the USA. An experienced producer, Adrian has produced and executive-produced multi-award-winning, prime-time network television programs across five continents.
In 2018, Adrian co-founded Studio 1 with business partner, Claudia Rosencrantz. Rosencrantz and Woolfe met more than 20 years ago through the development of Who Wants To Be A Millionaire?.
Studio 1 is an integrated production and distribution business that is developing the next generation of unscripted formats as well as launching targeted OTT broadcast networks. The first, LIT, a live, rolling entertainment news network launched in July 2020. LIT is currently broadcasting live for an hour every weekday, but the ambition is that, within the next three years, it will ultimately evolve into a 24-hour rolling news proposition with operations around the world. As well as broadcasting on social media, LIT is in discussions with most major platforms about distribution, and it has already partnered with Indonesian streamer Kaskus.
Adrian will share his experience when he developed Who Wants to be a Millionaire? to be a phenomenon successful franchise and IP at ICON2020, December 14, 2020 premiere at 2pm at KASKUS TV and valid for 7-days.
