Italy’s Rainbow acquires 247 Production as it builds digital presence

L-R Andrea Pisani, Iginio Straffi, Nicola Bertona and Luca Peracino

Italian production and animation outfit Rainbow Group has acquired a majority stake in digital entertainment company 247 Production, founded by Nicola Bertona and Italian comedy duo Andrea Pisani and Luca Peracino (aka PanPers).

Rainbow said the deal is part of the group’s growth and diversification strategy and expands its capabilities in digital content, the creator economy and branded entertainment.

Bertona will continue to head 247 Production as CEO, ensuring continuity in the company’s growth. He will also take on the role of VP of strategy and commercial development at Rainbow Group, within the TV, digital and talent division led by Gian Paolo Tagliavia.

In that role, Bertaina will be responsible for identifying and developing new business opportunities in digital entertainment.

Founded in 2017, 247 Production is active within the fields of comedy, educational and informative content, food, music and entertainment. Last year, it delivered more than 100 projects and over 3,500 pieces of content.

Iginio Straffi, founder and chairman of Rainbow, said: “The acquisition of 247 Production represents another step forward in the evolution of the Rainbow Group.

“We are combining Rainbow’s extensive experience across the media and audiovisual content landscape with 247’s ability to understand and interpret new digital languages.”

Bertona said: “We are confident that we can contribute to the growth of a group that is already a leader in its markets and that will also become a benchmark in digital content and branded entertainment, thanks to outstanding talent and creative resources. Our goal remains to create significant value for brands and agencies.”