Formats, the formulae under which game, reality and quiz shows are sold for adaptation in different countries, have been big business for the last few years. But at concept stage it is sometimes difficult to tell one from another - hence a high degree of unlicensed copying. But there will be no mistaking one, called Solidarity, unveiled by Strix Television, a division of Sweden's Modern Times Group.

Speaking at a seminar on the future of formats Strix MD Anna Brakenhielm (pictured), explained that the Solidarity concept involves sending camera crew out to ten of the world's crisis zones; refugee camps, areas suffering from droughts, earthquakes and the like. TV audiences at home then vote to eliminate one a week from their list, while hopefully bashing their credit cards to supply cash for the needy.

The conference erupted. Audience members and journalists accused the programme of being in bad taste, exploitative and potentially making the poor obsessed with their media image in order to win viewers cash.

Brakenhielm remained utterly unruffled under the barrage of questioning. Yes, this was being put together with the support of an (unnamed) charity and yes, financial support would continue after the show goes off air, she said. "Raising as much money for the needy is the purpose of the programmes," she insisted. But less plausibly she added: "it is not important for us to make a profit on it."