Global Agency has secured Italy as the first international market for The Greatest Duo, its new weekly prime-time singing competition that puts relationships at the centre of the format. Italian production company Endemol has acquired the rights following the format’s world premiere screening at MIPCOM Cannes.
The presentation took place at Cannes’ Olympia Cinema before around 100 invited guests, including international format buyers and media representatives. The show explores a different side of musical competition, testing not only contestants’ singing abilities but also the strength of their personal bonds.
Music, Loyalty and High-Stakes Choices in The Greatest Duo
The Greatest Duo brings together couples, relatives and friends, with each performance carrying consequences for both partners. Individual scores can put relationships under pressure, while the competition’s “The Choice” stage forces the strongest remaining singer to decide whether to stay with their original partner or team up with another vocalist for a better chance of winning.
Izzet Pinto, Founder and CEO of Global Agency, said Italy was a strong first market for the format, given the country’s long-standing tradition of music entertainment. He also expressed confidence in Endemol’s experience with music formats.
The format combines established musical partnerships with unexpected pairings, with contestants facing dilemmas that pit loyalty against ambition and personal relationships against the prospect of victory.
The Italian deal marks the first step in Global Agency’s plans to bring The Greatest Duo to international audiences.
MIPCOM 2026: Global Agency on Their Highlights
