(Finance) – IDNTTa company active in the production of omnichannel content, listed on the Euronext Growth Milan market and in the open market “Quotation Board” segment of the Frankfurt Stock Exchange, announces that it has signed a Joint Venture agreement with Maurizio Rossi Production (MRP), exclusive owner of the well-known format and brand Donnavventura.
Donnavventura, created by Maurizio Rossi in 1989, is among the best-known Italian formats, based on the world of travelbroadcast on the main Italian television networks (Rai and Mediaset). The format shows shipments of travel undertaken by Women Reporters which tell of the most characteristic landscapes and cultural heritage in the world. The format has collected over 500 episodesover 500 participants and reached millions of viewers with share peaks of over 5% on primary television channels, as well as formalised dozens of sponsorships with important companies.
The JV aims to evolve the “Donnavventura” offer from a television production company to a Media Company, through the enhancement of the brand, the community (made up of over 150,000 registered candidates), the historical archive (made up of over 10,000 hours of recording), and the production of new content omnichannel digital edited by IDNTT.
Due to the JV and the license rights granted by MRP on the “Donnavventura” brand of its own ownership, IDNTT will give a boost to the new digital course managing the development strategy and operations which will include, but is not limited to: a DIGITAL CONTENT FACTORYwith the creation and monetization of digital content and the management of social channels and the contents of the participants’ selections; a TALENT AGENCYwith the development and management of new content creators/influencers on the “travel” theme; a SOCIAL TRAVELfor the creation of travel experiences under the DONNAVVENTURA brand.
The JV will be coordinated by a Management Committee composed of 5 members (of which 3 nominated by IDNTT and 2 by MRP). The agreement also provides that in 2026subject to the occurrence of certain conditions, IDNTT and MRP will continue on the path undertaken with the establishment of a new company having the same purpose and corporate object as JV MediaFactory.