Formats

TV3 Sweden orders local version of “How to Be”

Swedish channel TV3 has tapped Mastiff to produce eight episodes of Armoza Formats' celebrity interview show format How To Be, hosted by local actor Björn Kjellman (pictured, right, with pop star Eric Saade, left).
October 24, 2013

Swedish channel TV3 has tapped Mastiff to produce eight episodes of Armoza Formats’ celebrity interview show format How To Be, hosted by local actor Björn Kjellman.

The Swedish version of the primetime series will premiere on October 26, with guests set to include opera singer Marlena Ernman, chef Leif Mannerstrom, and pop star Eric Saade (who is pictured above, left, with host Kjellman, right),

How To Be was developed by Artza Productions in collaboration with Armoza Formats.

In the show, the host and celebrity switch roles, with the celebrity asking personal questions that they likely wouldn’t have answered in a regular interview.

“We are very pleased with the outcome of the show – both in terms of quality and uniqueness, and we’re very excited to finally be able to launch the show here in Sweden,” said Martin Akander, acting head of programming at Viasat’s MTG TV Scandinavia.

Avi Armoza, CEO of Armoza Formats, added: “The format gives audiences a clear view in to the psyche of the people who fascinate us most – actors, athletes, politicians and public figures – and allows them to tell all, making some compelling TV in the process.”

About The Author
Daniele Alcinii is a news reporter at realscreen, the leading international publisher of non-fiction film and television industry news and content. He joins the rs team with journalism experience following a stint out west with Sun Media in Edmonton's Capital Region, and communications work in Melbourne, Australia and Toronto. You can follow him on Twitter at @danielealcinii.

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