BREAKING NEWS – 21.11.2024

In the press release of November 18th, 2024, IDNTT, a MarTech Content Factory active in omnichannel content production, listed on the Euronext Growth Milan market and the “Quotation Board” segment of the Frankfurt Stock Exchan the signing of a contractual Joint Venture agreement (“JV MediaFactory” or “JV”) with Maurizio Rossi Production MRP SA (“MRP”), the exclusive owner of the renowned format and brand Donnavventura (donnavventura.com). Donnavventura, conceived by Maurizio Rossi in 1989, is one of the most celebrated Italian formats in the travel sector. Broadcast on major Italian television networks such as Rai and Mediaset, its episodes follow the adventures of women reporters exploring and narrating stunning landscapes and cultural heritage sites across the globe. Over its extensive history, Donnavventura has produced more than 500 episodes, involved over 500 participants, and reached millions of viewers, achieving audience shares exceeding 5.0% on leading national channels. Additionally, the format has established numerous partnerships with prominent companies, positioning itself as a pioneer in the use of branded content, a strategy that integrates direct and indirect advertising into the program’s funding model. The MediaFactory joint venture aims to transform Donnavventura from a television production company into a fully-fledged Media Company by leveraging its brand, a community of over 150,000 registered candidates, a historical archive containing more than 10,000 hours of recordings, and the creation of new multichannel digital content. This evolution will be spearheaded by IDNTT, which will utilize licensing rights granted by MRP, the owner of the “Donnavventura” trademark, and will be responsible for developing and implementing innovative operational strategies. Key planned activities include: Digital Content Factory: Creation and monetization of new digital content through fresh adventure travel initiatives or multichannel re-editing of MRP’s archived material; management of official social media channels and content related to participant selection processes. Talent Agency: Development and management of new content creators and influencers specializing in travel, aimed at promoting sustainable tourism and new cultural experiences; establishing partnerships with major brands for strategic sponsorships. Social Travel: Design of Donnavventura-branded travel experiences rooted in sustainability, technology, and community, leveraging the innovative Travel Social Community model, either independently or in collaboration with leading industry players. The joint venture will be overseen by a Management Committee composed of five members, three appointed by IDNTT and two by MRP. Furthermore, the agreement includes the possibility, subject to certain conditions, of establishing a new company by 2026 with the same objectives and scope as JV MediaFactory, thereby solidifying the path undertaken. In light of this announcement, we confirm our recommendation: Target Price €6.60, BUY rating, and MEDIUM risk.

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