Mediaset, NRK take “How to Be”

The unconventional celebrity interview format, sold internationally by Armoza Formats, sees the show's host learn everything about the celebrity guest by "becoming" the celebrity.
November 28, 2012

Armoza Formats has sold the unconventional celebrity interview format How to Be in 10 territories, including Italy’s Mediaset and Norway’s NRK.

The format rights have also been closed with FremantleMedia, Endemol, Zodiak, and ITV Studios for the U.S. and various European territories, according to Armoza.

Created by Israel’s Artza Productions in collaboration with Armoza Formats, the format takes an unconventional journalist host and a celebrity and swaps their roles. The journalist effectively “becomes” the celebrity by immersing himself in the star’s world, even going as far as to physically transform himself into the celeb.

Several pilot and commission deals are currently in negotiation, with production slated to start in early 2013.

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

About The Author
Meagan Kashty is an associate editor of realscreen, an international print and online magazine that covers the non-fiction film and television industries. Meagan is an award-winning business journalist. Prior to joining the realscreen team, Meagan was online editor of Canadian Grocer, named Magazine of the Year at the 2015 Canadian Business Media Awards. She can be reached at, and you can follow her on Twitter @MegKashty