Industry

Armoza Formats has today announced that celebrity interview show How to Be has been commissioned by Italy’s public broadcaster Rai 2. The local adaptation, produced by Zero Stories, will begin airing later this week.

Hosted by Italian TV presenter Ubaldo Pantani, celebrity guests on the series will include rapper and judge of The Voice Italy J-Ax, iconic anchorman Giancarlo Magalli, former tennis player Adriano Panatta and 2 Michelin star chef Gianfanco Vissani.

Developed by Artza Productions in collaboration with Armoza Formats, How To Be (30-60’) 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.

Avi Armoza, CEO of Armoza Formats, “‘How to Be’ offers a unique perspective into the lives of celebrities by using a role reversal process that brings out the star’s deepest truths and most authentic stories. We look forward to building these experiences with Rai 2 and sharing them with viewers across the country.”