German pubcaster ZDF has ordered a local version of Israeli-originated format How To Be. ITV Germany will make the German show, Michael Kessler ist…, which will be fronted by local actor and journalist and presenter Michael Kessler.
In the show, the presenter takes on the identity of a celebrity and the celebrity in question then interviews thee presenter who is in character as them. The idea is, the producers say, to get media-trained stars to open up in a new way.
The format was created by Israeli prodco Artza with Armoza Formats, which distributes the show and cut the ZDF deal. The German broadcaster will put the show out on its ZDFNeo digital channel and the initial primetime run will stretch to six episodes.
Other international buyers of the format include Sweden’s TV3.
Avi Armoza, CEO of Armoza Formats, “‘How to Be’ is an original and compelling format that digs deeper, past the artificial level of the usual type of celebrity interview formats, reaching an inherent need for viewers to really know their favorite celebrities.”
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