{"id":15747,"date":"2026-03-30T11:40:05","date_gmt":"2026-03-30T15:40:05","guid":{"rendered":"https:\/\/worldscreen.com\/tvformats\/salla-kozma-shares-her-plans-for-naru-force-studios-first-year\/"},"modified":"2026-03-30T13:58:11","modified_gmt":"2026-03-30T17:58:11","slug":"salla-kozma-shares-her-plans-for-naru-force-studios-first-year","status":"publish","type":"post","link":"https:\/\/worldscreen.com\/tvformats\/salla-kozma-shares-her-plans-for-naru-force-studios-first-year\/","title":{"rendered":"Salla Kozma Shares Her Plans for Naru Force Studios\u2019 First Year"},"content":{"rendered":"

Last year, Salla Kozma opened Pig & Horse Productions to develop documentaries and unscripted formats. This year, she teamed up with Beatrice Rossmanith and Anssi Rimpel\u00e4 to open Naru Force Studios, which will be focusing on maximizing creative ideas across the digital world using social-first formats that incorporate branded entertainment and e-commerce, made with its own proprietary tech-assisted workflows. Kozma tells TV Formats Weekly<\/em>\u00a0about the new company and the plans for its first year in operation.<\/p>\n

\"***Image***\"TV FORMATS:<\/strong>\u00a0What led to the launch of Naru Force Studios?
\nKOZMA:<\/strong>\u00a0We started with Pig & Horse about a year ago. Pig & Horse was founded to produce one documentary film. Then I realized I want to make more documentaries. I want to make TV. After first pitching at MIP CANNES, I realized we have to do things differently. We use so much time for developing, then pitching, then waiting, then waiting for an answer for two months because it takes time from one department to the other. In a couple of months, I realized that we have to figure out a new way to do it. And everyone\u2019s talking about creating universes around IPs. That\u2019s how we should think about everything. Why even start to develop something before we know what people actually want? We should just go where people are and then expand.<\/p>\n

And why would we only think about one production at a time? I\u2019m an actress. I\u2019m used to thinking of things in multiple layers. As an actor, you\u2019re part of the whole puzzle. But you see all the other departments at the same time\u2014music, then there are costumes, everything. [It\u2019s] the same way inside this whole industry. You\u2019re like one little ant there, with a creative mind. And you\u2019re like, \u201cOh, my God, my kids love K-pop.\u201d And somebody\u2019s like, “Mine, too! Do you have anything like this going on now?\u201d \u201cNo, no, no.\u201d\u00a0\u201cWell, then let\u2019s start doing it.\u201d It just comes out of discussions and then you realize, \u201cI also want to do this and this and this.\u201d So, this led to starting a completely new studio.<\/p>\n

During this first year, we\u2019re testing a lot of things, not just the content itself, but the ways of making it and what type of teams we actually need, how much data, what type of data. It\u2019s an experiment. It\u2019s a proof-of-concept year. We took a subject that fascinates us at the moment, which is K-pop, and we\u2019re just testing all the possible things we can do out of it. It\u2019s like clay. And, of course, we see how the whole ecosystem works. How does e-commerce come into it?<\/p>\n

We\u2019re trying the content itself and all the functions in different forms. Then, we\u2019re trying how our production pipeline actually works. Then, we\u2019re trying what kinds of tools are the best for us to work with. And then the tech side, that\u2019s something that we need to do. We are developing our own tech at the same time. We are actually in the process of planning two different tech products for the market. I said, \u201cLet’s just go for everything.\u201d Because why not? When everything is changing so fast, then you start making something and you realize, \u201cBut we are lacking this. We are lacking tools.\u201d And I\u2019m like, “Can we make those tools?” Because we\u2019re smart, we can do that. The people who I am working with are amazing. They are multi-talents. They\u2019ve been working with so many different positions in the whole industry from distribution, sales, content creation, leading projects, directing, creating the concepts. They\u2019ve seen it from all different angles, so they are very open-minded. I found the perfect people to work with.<\/p>\n

Some people are saying it\u2019s a risky time to come to the business. [The people I\u2019m working with] say, \u201cNo, it\u2019s the least risky time to come in.\u201d Because when things are changing, when there\u2019s a major change happening, that\u2019s exactly when you need to step in. Because I don\u2019t need to have the 30 years of experience from the production side. I\u2019ve been on the other side of the camera. I\u2019ve been in the industry, but looking from a different angle. And then these people, they\u2019ve seen the development further away, much longer time than me from the office side, the practical side. But you don\u2019t need to know everything. It doesn\u2019t matter that I haven\u2019t been working as a producer in films or TV. It really doesn\u2019t matter that I haven\u2019t done that. I\u2019m looking at things totally out of the box because I don\u2019t even know the boxes! My mind doesn\u2019t have those boxes because I don\u2019t know how things were done for years. I don\u2019t need to change my way of thinking.<\/p>\n

TV FORMATS:\u00a0<\/strong>What role is AI going to play in your workflow?
\nKOZMA:\u00a0<\/strong>We have to admit that AI is already making the process faster. You throw around ideas. You can do that creation part and ideas and all of that faster. I couldn\u2019t even tell you what tools we are going to use in six months because we\u2019re going to test them. We\u2019re going to take the 12 most-praised tools, try them and see how they fit into the whole production line. It [will be with] human control because you have your project managers, your directors, the people looking over it. People come around and say, \u201cOh, but my performance is so easy. It\u2019s so short and easy to do.\u201d That\u2019s the most difficult part! Three hooks in 60 seconds\u2014it\u2019s not easy. That\u2019s something that tools can\u2019t really do. You can\u2019t write full scripts. You can use something in editing, especially when you\u2019re starting to throw around ideas. It just makes it faster. It\u2019s just a helping tool. We\u2019ll see which tools are going to stay with us at the end of 11 months. I\u2019ve given 11 months for the first proof-of-concept year.<\/p>\n

TV FORMATS:\u00a0<\/strong>How can the data you get from social inform how you shape an IP\u2019s creative and commercial direction?
\nKOZMA:\u00a0<\/strong>Well, first of all, you need the data\u00a0before<\/em>\u00a0that, especially when it comes to e-commerce because that\u2019s going to be integrated in production. You need the data already. \u201cThe same people who listen to this and that music, they will buy this and that.\u201d We need to know that already so that we can get the right brand on board so that they sell straight to the people who are listening to this or watching that. You need the data already.<\/p>\n

However, you collect your own data at the same time, and you change along the way because if we see that something is not quite right, then we have to come up with something fast that is more correct and that talks more to the people. But usually this is like consumer data. You have different little groups, and there\u2019s micro-groups inside those. You have a niche, but then there\u2019s little groups inside that too. Not everybody uses the same soap. They don\u2019t all want the same hairdo or perfume. But it can be fairly targeted, of course. The data plays the biggest role in the whole development.<\/p>\n

TV FORMATS:\u00a0<\/strong>How do funding models for digital-native formats compare to those of formats that are going to launch on broadcast television first?
\nKOZMA:\u00a0<\/strong>It is very different because a lot of money needs to come from private equity. But the thing is, [private investors] are more on the film side, maybe not so much in digital yet. In Monaco, I spoke with someone I know there. I explained what I have just started to do and what we\u2019re going to do. This person has nothing to do with the business, but he saw immediately the [vision]. So, I\u2019ve been offered money to join in. People who are used to investing, they can see how big it can get, and everybody can see the scale. The scalability is incredible because you can scale these ecosystems. You can make endless amounts of different formats. You can make different ways to play around the same IP. And [there are] so many different revenue streams. If you think about these ecosystems, they can start to grow like mushrooms\u2014pop, pop, pop, pop, pop. You can see [how to build] around different things. It\u2019s kind of an endless field. It\u2019s a big business opportunity for many. There is a lot of pre-seed coming from us, but when we\u2019re going to scale, of course, then we [will] turn to different funds and private equity. That\u2019s the next step when we start to scale it bigger. But first we need some proof for ourselves that we can trust that this is the right way to go and that it\u2019s a firm business model and super scalable.<\/p>\n

TV FORMATS:\u00a0<\/strong>That first format is K-pop themed. Is there anything at all you can share about that?
\nKOZMA:\u00a0<\/strong>It\u2019s going to be Europe-wide. It\u2019s a new talent search show. It will be big. It\u2019ll be very interesting to see how it\u2019s going to come out because we\u2019re in the middle of everything. So, I don\u2019t even know how it will be!<\/p>\n","protected":false},"excerpt":{"rendered":"

Salla Kozma, co-founder of Naru Force Studios, tells World Screen Newsflash about the new company, its focus on maximizing creative ideas across digital-first formats and the plans for its first year in operation.<\/p>\n","protected":false},"author":1412,"featured_media":15748,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"pmpro_default_level":0,"footnotes":""},"categories":[69],"tags":[4770,4769],"class_list":["post-15747","post","type-post","status-publish","format-standard","has-post-thumbnail","","category-top-stories","tag-naru-force-studios","tag-salla-kozma","pmpro-has-access"],"yoast_head":"\nSalla Kozma Shares Her Plans for Naru Force Studios\u2019 First Year - TVFORMATS<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/worldscreen.com\/tvformats\/salla-kozma-shares-her-plans-for-naru-force-studios-first-year\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Salla Kozma Shares Her Plans for Naru Force Studios\u2019 First Year - TVFORMATS\" \/>\n<meta property=\"og:description\" content=\"Salla Kozma, co-founder of Naru Force Studios, tells World Screen Newsflash about the new company, its focus on maximizing creative ideas across digital-first formats and the plans for its first year in operation.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/worldscreen.com\/tvformats\/salla-kozma-shares-her-plans-for-naru-force-studios-first-year\/\" \/>\n<meta property=\"og:site_name\" content=\"TVFORMATS\" \/>\n<meta property=\"article:published_time\" content=\"2026-03-30T15:40:05+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-03-30T17:58:11+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/worldscreen.com\/tvformats\/wp-content\/uploads\/sites\/10\/2026\/03\/SallaKozma.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"640\" \/>\n\t<meta property=\"og:image:height\" content=\"436\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Jamie Stalcup\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jamie Stalcup\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/worldscreen.com\/tvformats\/salla-kozma-shares-her-plans-for-naru-force-studios-first-year\/\",\"url\":\"https:\/\/worldscreen.com\/tvformats\/salla-kozma-shares-her-plans-for-naru-force-studios-first-year\/\",\"name\":\"Salla Kozma Shares Her Plans for Naru Force Studios\u2019 First Year - TVFORMATS\",\"isPartOf\":{\"@id\":\"https:\/\/worldscreen.com\/tvformats\/#website\"},\"datePublished\":\"2026-03-30T15:40:05+00:00\",\"dateModified\":\"2026-03-30T17:58:11+00:00\",\"author\":{\"@id\":\"https:\/\/worldscreen.com\/tvformats\/#\/schema\/person\/0da12602224807cc7b179b8405018deb\"},\"breadcrumb\":{\"@id\":\"https:\/\/worldscreen.com\/tvformats\/salla-kozma-shares-her-plans-for-naru-force-studios-first-year\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/worldscreen.com\/tvformats\/salla-kozma-shares-her-plans-for-naru-force-studios-first-year\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/worldscreen.com\/tvformats\/salla-kozma-shares-her-plans-for-naru-force-studios-first-year\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/worldscreen.com\/tvformats\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Salla Kozma Shares Her Plans for Naru Force Studios\u2019 First Year\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/worldscreen.com\/tvformats\/#website\",\"url\":\"https:\/\/worldscreen.com\/tvformats\/\",\"name\":\"TVFORMATS\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/worldscreen.com\/tvformats\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/worldscreen.com\/tvformats\/#\/schema\/person\/0da12602224807cc7b179b8405018deb\",\"name\":\"Jamie Stalcup\",\"description\":\"Jamie Stalcup is the executive editor of World Screen. 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