Information on the target
Rainbow S.p.A., an entertainment group founded and controlled by Iginio Straffi, has acquired a majority stake in 247 Production S.r.l., a Milan-based digital entertainment company established in 2017 by Nicola Bertona, Andrea Pisani, and Luca Peracino, known as the comedy duo PanPers. The acquisition also includes the sale of shares by Digiz Holding S.r.l., owned by Alberto Zilli and his brothers Samuel and Stefano, who previously held a significant stake in 247 Production. Bertona will continue as CEO of 247 Production while also taking on the role of Vice President of Strategy & Commercial Development at Rainbow, focusing on identifying and developing new business opportunities in digital entertainment.
Since its inception, 247 Production has developed a unique model that integrates in-house production, talent and creator management, branded content, and the development of original formats. In 2025 alone, the company completed over 100 projects and produced more than 3,500 pieces of content, expanding its activities across various genres including comedy, education, food, music, and entertainment. The company operates 247 Studios in Milan, equipped with a range of production facilities, including a soundstage, green screen, podcast recording studio, and environments for video and digital productions.
Industry overview in the target’s specific country
The Entertainment Production (NEC) industry in Italy has seen significant growth in recent years, driven by a surge in digital content consumption and the increasing importance of social media platforms. Italian audiences are increasingly engaging with diverse forms of entertainment, from traditional television to online streaming services, which has created a fertile environment for production companies like 247 Production. The rise of digital platforms has also led to a demand for innovative content that resonates with younger demographics, prompting companies to adapt their strategies accordingly.
Italy's entertainment production landscape is characterized by a mix of established players and emerging startups, all vying for a share of the growing market. The industry benefits from a rich cultural heritage and a strong tradition of storytelling, which provides a solid foundation for creative content development. Furthermore, the Italian government has implemented various incentives to support the film and television sectors, including tax credits and funding programs aimed at fostering local talent and productions.
In recent years, the Italian entertainment production industry has also witnessed a shift towards collaboration between traditional media companies and digital platforms. This convergence has enabled production houses to leverage their expertise in content creation while tapping into the vast distribution networks of digital platforms. As a result, many companies are now focusing on creating original content that can be distributed across multiple channels, enhancing their reach and engagement with audiences.
Overall, the Entertainment Production (NEC) industry in Italy is poised for continued growth, driven by technological advancements and changing consumer preferences. Compa…