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Gogglebox wins The Sun’s first original commission.

The Sun has moved into original commissioning with the launch of an online entertainment format produced by Gogglebox Entertainment.

The tabloid newspaper has ordered Man vs Fly from the Sony-backed firm, whose credits include ITV horror gameshow hit ‘Release The Hounds’.

The 15 x 3-minute series is a fly-swatting competition which will feature stars such as Pineapple Dance Studios’ Louie Spence, The Apprentice’s Katie Hopkins and YouTube personality KSI and ordinary punters as they attempt to kill a fly in a padded cell as quickly as possible.

Australian competitive fly swatting champion Pat Cowell will provide commentary.

Man vs Fly is the first original commission for the newspaper’s subscription website and follows a deal the News UK title struck last year to feature Premier League football highlights. The show will launch next month and is exec produced by Gogglebox’s Mat Steiner, Adam Wood and Sam Pollard and directed by James Abadi.

Sony Pictures Television is expected to represent the format internationally.

“We want to create compelling formatted content across all platforms, and this is the first deal of hopefully many more to come,” said Steiner.

The Sun’s sales and marketing director David Robinson added:“Man v Fly is great, fun, irreverent content that is sure to capture the imagination of The Sun audience. The short, punchy video series stars a selection of Sun regulars.”