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The new show, MTV Riccanza World, will follow a diverse group of international and ridiculously wealthy millennials visiting the Italian island of Capri. The show will air across 10 markets in Europe and Africa in early 2019, with the title localized for each market.
Viacom International Media Networks Southern and Western Europe, Middle East and Africa is producing the show based on their popular Italian format #Riccanza. The show has already been adapted for a local French version, Richissitudes.
Shooting for Riccanza World is taking place this week in Capri, as six millennials from around Europe tour Capri and gather together for a “Royal” themed party on one of the island’s top villas.
“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 multi-platform worlds. This is fundamental in order to remain relevant with new youth generations.”
#Riccanza followed young Italians living extravagant lives, dropping thousands of Euros a night at posh parties and dining hotspots, driving exclusive luxury cars and one-of-a-kind fashion. Full of humor and irony, it poked fun at their lifestyles.
The Italian version, which premiered in 2016, was an instant hit, generating huge buzz on social media, as well as introducing the new word “Riccanza” into the Italian language. A second season of the show was produced, as well as spinoffs including Mamma Che #Riccanza, focusing on the mothers of the rich kids, and a short form digital production #Riccanza – Vita da Cani, showing the lifestyle of their ultra-pampered dogs.
Richissitudes premiered in France in 2018 and also became a local phenomenon, especially on social media, with 9.5 million Snapchat viewers in a month.
MTV Riccanza World is produced by Italian DueB Prouctions. The cast includes Farid, a #Riccanza star who collects high-end sneakers; Rui, a Portuguese man who has his own yacht company; Marta, a Spanish shoe designer living in New York; Silver Yasmin, a party girl from the Netherlands with a fetish for diamonds; Liliana, a Ukrainian-German model and fashion influencer;9 and Elena, a champagne and caviar-loving star of Richissitudes France.
Last year MTV shot season three of Super Shore in Italy, bringing the Jersey Shore franchise full circle after localized versions in the U.K., Poland, Spain and Mexico. Super Shore combined castmembers from Europe and South America for the ultimate summer shenanigans.
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