Formatzone, Armoza in format first

Fledgling UK production and content syndication company Formatzone has agreed its first deal with Armoza Formats for an interactive Israeli gameshow.

Who’s Asking? was developed by United Studios of Israel

Formatzone has taken UK rights to studio-based format Who’s Asking?, which was developed by United Studios of Israel and is distributed by Armoza Formats.

The format, which has been commissioned in the US and is airing on Switzerland’s RTS1, requires contestants to pick questions from faces on a screen in front of them.

Mark Rowland, CEO of Formatzone, said the format “completely refreshes what’s possible in a game, by bringing a world of great faces and unexpected questions into the studio.”

Avi Armoza, CEO of Armoza Formats, added: “The combination of involving the country through allowing everyone to ask a question and the unique element of how the contestants choose the questions makes every moment in this show dynamic and surprising.”

Formatzone was founded in 2016 by Rowland and MD Ben Robinson and has since launched a joint venture with TV interior design guru Laurence Llewelyn-Bowen.