MTV Goes International with Italian Format #Riccanza

Viacom International Media Networks Southern and Western Europe, Middle East and Africa has revealed MTV Riccanza World, an international show based on the successful Italian format #Riccanza, which has already been adapted in France with a local version called Richissitudes.

#Riccanza is a format born in Italy that follows rich Italian young people enjoying their extravagant lives. The show features their luxury cars, posh party locations, dinners at the finest restaurants and exclusive designer clothes. It is full of ironic humor as the cast enjoys and makes fun of their glamorous lifestyles.

MTV is now expanding the franchise, bringing six luxury-loving, wealthy millennials from around Europe together on the glamorous Italian island of Capri to shoot MTV Riccanza World. MTV’s cameras will follow the cast for a full weekend as they tour one of Italy’s most luxurious islands, share details about their lives and attend a “royal” theme party in a posh villa.

“MTV has been increasingly able to find success with local productions in our markets,” said Raffaele Annecchino, the president and MD of VIMN Southern and Western Europe, Middle East and Africa. “Our glocal strategy—a mix of global and local content—allows us to experiment by producing local shows which then become international hits. MTV’s strength is drawn from this ability to be constantly delivering innovative formats like Riccanza to create engagement and conversations between the linear and multiplatform worlds. This is fundamental in order to remain relevant with new youth generations.”