Dori Signs Deal on uMan Format in Spain

TEL AVIV/MADRID: Dori Media Group‘s interactive reality game show uMan will be adapted for Spain by mobile media and technology company Buongiorno.

uMan is a cross-platform control game, based on an idea developed by Dori New Media and produced by Dori Media Darset with Cellcom for mobile, Internet and TV. In Israel, where it is locally named Megudalim, the program launched in July, broadcasting 24 hours a day, 7 days a week. It featured eight contestants who enter a "Lab" for 21 days during which their every move is controlled by viewers and they have to score life-points to win. The viewers’ control is constant and they choose how contestants live, what they eat, what they wear and who they sleep with. More than 7 million viewer votes have been cast online in 21 days, with 700,000 unique users (out of a total population of 7 million) having visited the site. 

Nadav Palti, the president and CEO of Dori Media Group, commented: "We are very proud to collaborate with Buongiorno, which is the world’s number one company in mobile entertainment and global market leader with 90 percent of the revenues coming from international sources. We believe that an international format such as uMan can be easily adapted in different countries and cultures around the globe and we eagerly anticipate the debut of the Spanish version. uMan, developed by Dori New Media and Cellcom, is a unique product that has the ability to attract the most desirable target audience—teenagers, and enable them to influence through their mobile phones and through Internet surfing."