Format Show’s participant news: Armoza Formats closes 10 deals for celebrity interview format HOW TO BE

Armoza Formats has sold the rights to its provocative celebrity interview format HOW TO BE in ten territories, including to broadcasters Mediaset in Italy and NRK in Norway.

In addition to Italy and Norway, the format rights have also been closed with leading productions companies and studios in territories around the world, including in the US, Sweden, France, Holland, Turkey, Germany, Finland and Belgium. Several pilot and commission deals are in negotiation, with production expected to begin in early 2013.

HOW TO BE launched on the international market during MIPCOM 2012 in Cannes.

Intense, surprising and powerful, HOW TO BE puts a fresh spin on the typical celebrity interview shows. It's an unconventional format with an extremely unconventional journalist-host, flipping the interview process on its head when the celebrity and journalist-host switch roles. By turning the spotlight on the other party, HOW TO BE allows the celebrity a startling moment of clarity and candid reflection on their life and fame, while allowing viewers a clear view into the psyche of the people who fascinate us most: actors, athletes, politicians and public figures.

The format was developed by Israeli creative house Artza Productions in collaboration with Armoza Formats. Artza is also behind Armoza Formats' "Couch Diaries", set to launch on Israeli satcaster Hot in 2013, "Street Justice", Channel 10's #1-rated 2012 police drama, and "Celebrity Comeback", also in the celeb wheelhouse, which completed two successful seasons, also on Hot. Armoza Formats distributes all three formats worldwide.

Avi Armoza, CEO of Armoza Formats, said, "HOW TO BE was our biggest hit this MIPCOM. Its original twist on the familiar interview premise was a winner with a wide range of our clients and broadcasters. Above all, HOW TO BE allows our favorite people and public figures to tell their personal, emotional, true story in their own words – what could be more compelling TV? We continue to negotiate deals in additional territories, and look forward to continuing to watch the format rise in success as territories begin to go on air."

To view the trailer, please visit: www.armozaformats.com/howtobe.html

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