Euro pair say ‘I do’ to Armoza format

Marry Me Now was pitched by Israeli comic Odelia Yakir

A German broadcaster and an Italian producer have become the first companies to pick up a recently launched Israeli factual entertainment format from Armoza Formats.

ProSiebenSat.1 Group in Germany and Endemol Shine Group in Italy have both acquired Marry Me Now, which was launched at Natpe last month.

The show was pitched at the Armoza-run format competition Formagination by Israeli comedienne and first-time format creator Odelia Yakir before being developed and produced by Armoza Formats, which partnered with Zipi Rozenblum on production.

The 60-minute format sees women who are tired of waiting for their partners to pop the question take their fate into their own hands. Each prepares her own wedding and then asks her unsuspecting partner to marry them, while dressed in a wedding dress.

Avi Armoza, CEO of Armoza Formats, said the show was a “dramatic and empowering take on the most traditional moment of couples’ lives.”