Armoza sells How to Be into ten territories

Armoza has shopped its celebrity interview format How to Be into a raft of territories.

The show, which was launched internationally at MIPCOM in October, has been optioned by Mediaset in Italy and NRK in Norway.

Armoza Formats said that it has closed deals with as-yet-unnamed producers in the US, Sweden, France, Holland, Turkey, Germany, Finland and Belgium. It added that several pilot and commission deals are in negotiation, with production expected to begin in early 2013.

The format is pitched as a new take on the celebrity interview format in which the host and interviewee switch roles. It was developed by Israel’s Artza Productions (Couch Diaries).

Avi Armoza, CEO of Armoza Formats, said, “How to Be was our biggest hit this MIPCOM. 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?