Avi Armoza

TV Real Weekly, April 9, 2008

CEO

Armoza Formats

Armoza Formats has built its business on representing some of Israel’s most original and successful entertainment productions and has grown to become a key player in the international formats industry. Its CEO, Avi Armoza, came up with the idea of starting Armoza Formats when he noticed an interesting change happening in the market in terms of global trends. The world, he says, was “becoming more open to receiving content and formats from markets other than just the U.S., the U.K. or the Netherlands.” Armoza took this as his opportunity to establish a company that develops, creates and distributes content in the international marketplace.

Armoza says that “developing and acquiring unique formats that will enable the company to successfully position itself within a very competitive market” was the greatest challenge for him when establishing Armoza Formats. He knew in setting up the company that it was going to be important to expand into other territories, because, “especially if you come from a small country, you want to find ways to expand your market and increase your revenue,” he says. “And the way to do it is to be able to create content” for worldwide audiences.

For Armoza, working in the global arena is one of the most rewarding aspects of his job, because he enjoys seeing the different versions of the formats he represents with local talent and local production teams.

Armoza says that the company’s programs are not only “very original and creative, but they are also cost-effective,” because the product is coming out of a small territory with a limited budget to begin with. He feels that the programs also offer an added value for both buyers and viewers. An example of this is Overdraft Family, which deals with the problem of people spending more than they earn. Not only does the show contain a human-interest element, but it also provides viewers with tips and advice on how to keep themselves out of debt. “The strong combination of an emotional ‘life-changing’ format together with classic infotainment proved to have a substantial impact on the audiences,” states Armoza.

Also available is Revenge of the Geeks, which has now sold in more than ten territories worldwide. Armoza says the property “empowers kids with their ability to be knowledgeable and puts them at the center in a positive way.”

—By Kristin Brzoznowski