Norway, Italy learn How To Be

Broadcasters in Italy and Norway have acquired How To Be, a celebrity talkshow format that flips the interview process on its head, from Israeli distributor Armoza Formats.

Mediaset in Italy and NRK in Norway will both air their own versions of the series, in which celebrity guests, including actors, ‬athletes and politicians, switch roles with their host.

The format was developed by Israeli prodco Artza Productions in collaboration with Armoza, and according to the latter, the format rights have been optioned by other prodcos in territories around the world.

These include companies FremantleMedia, Endemol, ITV Studios and Zodiak Media in countries such as the US, Sweden, France, Holland, Turkey, Germany, Finland and Belgium, with several pilots and commissions pending.

The two companies have previously worked together on Street Justice, a police drama for Channel 10; Celebrity Comeback, for Israeli satcaster Hot; and Couch Diaries, which launches on Hot in 2013.
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‪Avi Armoza, CEO of Armoza Formats, said: “How To Be allows our favourite people and public figures to tell their personal, emotional, true story in their own words.”