Advanced Television

Ryan Reynolds curates Welsh Wednesdays on S4C

June 26, 2023

By Nik Roseveare

S4C have signed a commercial output deal with Hollywood actor and Wrexham AFC co-owner Ryan Reynolds. The Welsh language broadcaster S4C will provide six hours a week of Welsh language content curated by Reynolds for the Maximum Effort Channel, streamed on Welsh Wednesdays in a weekly takeover.

The Maximum Effort Channel is a partnership between streaming platform Fubo and Maximum Effort, producers of the Deadpool movies and Welcome to Wrexham series.  The channel is available to watch in the US and the commercial deal will create income to invest back into the creative sector in Wales.

Welsh language television channel S4C will supply Maximum Effort Channel with weekly programming including dramas, documentaries and entertainment formats in this long-term partnership.

The programmes launching Welsh Wednesday are: drama series Bang, Petrol Head – Pen Petrol (RONDO), Red Wall – Y Wal Goch, Wrexham Our Club – Wrecsam Clwb Ni, Vets – Y Fets and Gareth Bale: Living the Dream – Gareth Bale: Byw’r Freuddwyd. 

Reynolds said: “As many have noted, there is an alarming lack of Welsh content available for American viewing pleasure. That stops today. Well, actually Wednesdays. We’re so grateful to S4C for helping bring Welsh programming to a broader audience. And to that broader audience, don’t worry, I am told there will be subtitles.”

Llinos Griffin-Williams, S4C Chief Content Officer added: “Ryan Reynolds is our adopted Welshman and his respect, understanding and commitment to Wrexham and Wales is unquestionable. Together with Ryan and the Maximum Effort team we have curated a slate of exciting shows for a global audience, Ryan understands the importance of Welsh culture and the language and has fallen in love with Wales and the Welsh people. Wales has a population of just over 3 million, but Ryan can reach tens of millions of people on his social media feeds alone. It gives us the opportunity to show Welsh culture, language and talent on the international stage in our Wednesday takeovers. This commercial deal will take Welsh language content to Hollywood and the world. It will benefit the entire creative sector and talent pool here in Wales as we showcase everything from S4C dramas to entertainment formats, documentaries and sport. We’re a small nation that punches well above our weight. Forty years ago, people campaigned to establish S4C as Wales’ national Welsh language channel – now we will be able to stream Welsh language programming to millions of people on the other side of the globe.”

UK Government Media Minister, John Whittingdale, added: “International interest in Welsh culture, language and talent has never been higher. It is great to hear that thanks to this new partnership, and with the help of Ryan Reynolds, millions of people across the US will be able to experience the very best TV shows from S4C.”

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