MTV Franchise Riccanza Goes International With MTV Riccanza World
The successful Italian format, already adapted in France, goes international with MTV Riccanza World, airing across Europe and Africa in early 2019
New show follows the extravagant adventures of a diverse, multinational cast of six wealthy, glamourous Millennials visiting the island of Capri
Milan – September 27, 2018 – Today, Viacom International Media Networks Southern and Western Europe, Middle East and Africa announced the production of 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, exclusive designer clothes, and 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 glamourous 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 an amazing villa.
“MTV has been increasingly able to find success with local productions in our markets,” said Raffaele Annecchino, 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”.
The premiere of #Riccanza on MTV Italy in 2016 was an instant hit, ranking as the number one most social show on Pay for that evening*. It became a social phenomenon, generating huge buzz and impact on pop culture, and introducing a new word, ‘Riccanza,’ into the vocabulary of Italian youth. The show then inspired the local production Richissitudes in France, which premiered early 2018, and saw very positive results, especially on social media, including 9.5M unique Snapchat viewers in less than a month.
A second season of #Riccanza was produced in Italy, as well as spinoffs including Mamma Che #Riccanza, which focused on the mothers of rich young people, and the short form digital production #Riccanza – Vita da Cani, which showed the lives of their dogs.
The mini-series MTV Riccanza World will film in Capri and air on MTV channels across 10 European markets and in Africa in early 2019, with the title localized for each country to maximize the local flavor of the show.
The shows diverse cast includes 4 ladies and 2 gentlemen:
Farid, a veteran of #Riccanza Italy, the charmer bachelor in crazy sneakers, will meet his friend Rui, a bold Portuguese man who loves ladies, the sea and sailing in one of his company yachts; Marta, Spanish by birth but New Yorker by heart, and a posh designer of luxury high-heels shoes; Silver Yasmin, hailing from the Netherlands and the youngest of the cast, she is a party girl who loves diamonds and over-the-top parties; Liliana, a model and fashion influencer who travels the world going to exclusives events; and Elena, one of the funniest champagne and caviar-loving, most glamorous stars from Richissitudes France.
The program is produced by Italian DueB Productions for MTV.
* Source: NIELSEN Social TV RATINGS 2016
Francesca Soffientini: Francesca.Soffientini@vimn.com / +393457691460
Beatrice Giunco: Beatrice.Giunco@vimn.com / +39 02 762117357
About VIMN SWEMEA:
Viacom International Media Networks (VIMN) is a unit of Viacom Inc. (NASDAQ: VIAB, VIA).
VIMN’s Southern & Western Europe, Middle East and Africa cluster portfolio is comprised of many of the world’s most popular multimedia entertainment brands, including MTV, Nickelodeon, Comedy Central, Paramount Channel, Spike, BET, VIVA, Game One and J One and spans Spain, France, Italy, Portugal, Greece, Benelux, Germany, Switzerland, Austria, Africa, Middle East, Malta and Turkey. Viacom brands are seen across the cluster in 229 million households via more than 60 channels and more than 20 brands. Keep up with VIMN news by visiting the VIMN PR Twitter feed at www.twitter.com/VIMN_PR and http://blog.viacom.com/.