The first episode of a new series entitled The Richest People in the World, will be shown on the Discovery Channel in Norway, Sweden and Denmark on Monday evening. On the website of the Discovery Channel in Norway, it is stated that the programs interview 32 “millionaires who have made their dreams come true”.
Among these individuals is Magnús Scheving, director of LazyTown. As reported in Morgunblað in February, a film crew organized by the British production company ITN Factual came to this country to work on the episode about Magnús. He was followed to his hometown in Borgarnes and to Bifröst, where he gave a speech about LazyTown. The LazyTown studio was then visited and shown when Magnús transformed into Sportacus, as well as video clips of him and his family were recorded. Finally, he was followed to the UK where he had a meeting with the country’s Minister of Health.
Misleading name
According to Rickards Lawson, spokesman for the Discovery Channel in Norway, the show will premiere in the Nordic countries, but will later be shown throughout Europe and possibly beyond. Lawson admits that the name of the show is perhaps misleading because it is not necessarily about the richest people in the world, but about people who all have one thing in common: having reached very far in their field.
“The scheme like Magnús had is more that he is rich because of the good work he is doing in the interest of introducing healthy food and exercise to children,” says Kristján Kristjánsson, LazyTown’s information officer, where Magnús could not be reached because of the case. Otherwise, there is news from LazyTown that the company has just opened an office in London.
“There will be two employees to begin with,” says Kristján. “We considered this a natural step because LazyTown is doing very well in the UK, it has been popular on TV as well as a play has been running in London, but it is going on a tour around all the British Isles. Other products related to LazyTown have been very successful and Magnús has been very popular out there, he has probably had between 50 and 100 interviews out there. This is also a good place to manage part of our operations in Europe.”
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