Masterchef Live rebranded as BBC Good Food Show London

BBC Haymarket's Masterchef Live has been rebranded as BBC Good Food Show London.

Masterchef to have a new live experience at BBC Good Food Show London
Masterchef to have a new live experience at BBC Good Food Show London

BBC Haymarket Exhibitions, BBC Worldwide and Shine have also announced the next stage of their partnership for the Masterchef brand.

Shine 360° (the division responsible for the management and commercialisation of non-broadcast rights at Shine Group), BBC Haymarket Exhibitions and BBC Worldwide are in discussions to develop a new theatre experience for the brand.

The Masterchef elements, which will be similar to the brand's presence at the other BBC Good Food Shows, will be central to the London based exhibition.

It will sit alongside other television shows brought to life such as The Great British Bake Off and Saturday Kitchen.

John Gilbert, UK commercial director at Shine 360° said: "At this stage we all happily agree that this is the right moment to develop the Masterchef Live concept into something new. We are delighted that we will carry on being a big part of the BBC Good Food Shows with the Masterchef Experience with our great partners BBC Haymarket."

Laura Biggs, managing director of BBC Haymarket Exhibitions added: "We have enjoyed bringing Masterchef to life at Olympia over three years of Masterchef Live. We’re delighted Masterchef will continue to be a presence at our BBC Good Food Shows across the year and the return of the BBC Good Food Show to London, means we can host not only Masterchef, but will also introduce Saturday Kitchen and Great British Bake Off demonstrations."

Shine 360° and BBC Worldwide have also agreed to bring the management of the Masterchef licensing program in the UK back to Shine 360°. After a successful launch of Masterchef licensed products in August 2011, Shine 360° and BBC Worldwide have agreed that the next phase of the Masterchef roll out will be managed in-house at Shine 360° when the BBC Worldwide agency agreement comes to a natural end in June 2012. 

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