Endemol Italia to Adapt uMan

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TEL AVIV: Endemol Italia has picked up uMan, Dori Media Group’s interactive reality-based game show, which is set to launch on Italia 1 in April.

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uMan is a cross-platform reality show, in which contestants’ every move inside a laboratory is controlled by viewers. In the Italian version, all candidates will be former reality-show contestants. uMan has been sold to 15 countries since its June 2009 debut and is slated to air in Portugal and Brazil in 2011.

"We are very proud to collaborate with Endemol Italia," commented Nadav Palti, the president and CEO of Dori Media Group. "We believe that our format can be easily adapted in different countries and we are very pleased with the debut of the Italian version. uMan, developed by Dori New Media for Cellcom Israel, the leading Israeli cellular operator, is a unique product  particularly suitable to prime-time TV, while the audience can determine each and every action of the candidates through their mobile phones and the dedicated website.”

Adi Cohen, the VP of marketing for Cellcom Israel, added: "The ability of the format to touch people all over the world is tremendous. I am proud to see uMan at the heart of Italian prime time and I am looking forward to seeing it aired in more countries.” 

Orsetta Violante Balsamo, the head of acquisitions for Endemol Italia, said: "Adapting the Israeli version of Uman into a studio-based prime-time show for the Italian viewers is challenging. We’re extremely excited and hope our version will turn out to be valuable for many other European countries as well."