Transforming 'female' programmes. Don't tell the bride from international TV to Italian digital channels for women

Contemporary Italian digital channels explicitly targeting women (such as Real Time, Lei, Fox Life, La5, and La7d) represent a privileged observatory for some general trends in the international circulation of content and incorporation of foreign formats into national television (TV). In fact, their schedules rely heavily on the genre of factual entertainment, which was first devised and used in international contexts, such as the UK and the US, and only in the second phase was imported into other national TV environments. After introducing this scenario and the main issues connected to the circulation of international content on these channels, the article will focus on the BBC docu-reality Don’t Tell the Bride. The show was extensively circulated (UK and US versions) in the circuit of Italian women channels before a national version was produced by the pay-TV brand Lei. The article will reflect on how the national version Non ditelo alla sposa added further shades to the original meaning of the format. While the international version only allowed the Italian audience to engage with the programme through a romantic and escapist approach, the local adaptation inserted practical advice in the storytelling on how to arrange a low budget yet traditional wedding day, coupled with the sarcastic and ironic points of view of the characters involved