26.05.2016

Poland Licenses Armoza’s ‘How To Be’

Polish broadcaster TTV has commissioned Armoza Formats’ celebrity interview show How To Be in a new deal that marks the first partnership between the two parties. Locally named Być Jak… the first season will comprise nine episodes and will air weekly from September.

The Polish adaptation of the factual entertainment format will be produced by Jake Vision Production and will be hosted by Polish TV personality, Przemek Kossakowski.

In addition, Spanish broadcaster Cuatro is set to air their first season, locally titled Feis tu Feis, this Friday, while the third German season is set for a late July airdate on ZDF and ZDFneo.

Developed by Artza Productions in collaboration with Armoza Formats, How To Be is a fresh take on the typical celebrity interview shows. With celebrities trained to conceal the personal details of their lives, this original format flips the interview process on its head to allow the host to become the celebrity, and the celebrity to become the host. In each episode, the role reversal finale will provide a startling moment of clarity and candid reflection, through allowing the celebrity to confront himself and ask all the deeply personal questions that he would never have answered in a regular interview format. How To Be most recently aired on Norway’s NRK, where it raised the channel’s average share by 63%.

Lidka Kazen, Director of Programmes at TTV, “We were immediately drawn to ‘How To Be’ with its unique way of revealing personal and emotional stories, which we do not usually see from celebrities. And following its international success, we are excited to be launching this challenging and unconventional show in Poland. We look forward to working with Armoza and enjoying the benefit of their expertise, as well as producing this entertaining format from their portfolio.”

Avi Armoza, CEO of Armoza Formats, “‘How To Be’ is an incredibly original format that enables viewers to get to know their favorite celebrities in a new and unique way. We are thrilled to be partnering with TTV for the first time, and in particular to be working with them on such a perfect match for them and their audiences.”