Propagate, Formata in production pact

A+E Networks-backed US prodco Propagate Content has agreed a partnership with Brazil-based production company Formata Produções to develop and produce content.

Daniela Busoli

The collaboration has already yielded its first co-development, with Brazilian broadcaster Globosat picking up reality competition series Super Bonita for its GNT network. Globosat has licensed a 12×60’ season of the show, which begins airing today.

Produced by Formata, Super Bonita focuses on the creative process of hair and make-up artists, giving viewers a behind-the-scenes look at the work that goes into creating a look. Contestants work under pressure during each episode, overcoming design and logistical difficulties to create a style that will impress a panel of judges.

“The show has strong digital potential and is visually rich, with competition, tension, emotion and everything else the audience looks for in a reality series,” said Daniela Busoli, CEO of Formata.

Cyrus Farrokh, president of international at Propagate, added: “Formata is one of the most successful production companies in Brazil and the partnership with Globosat and GNT is a powerful partnership for the first version of the series.”

Propagate was launched by former Reveille pair Ben Silverman and Howard T Owens with backing from A+E Networks in 2016.