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
Managing editor with realscreen publication, an international print and online magazine that covers the non-fiction film and television industries. Darah is an award-winning journalist who has spent over two decades covering a wide range of issues from real estate and urban development to immigration, politics and human rights, primarily with The Vancouver Sun. Prior to joining realscreen, she was editor of Stream Daily, realscreen's sister publication covering the dynamic global digital video industry. She also served a stint as a war reporter in Afghanistan for television and print, and was a national business blogger with Yahoo Canada.

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