Q: Prisoners of War created a real splash in Israel and then performed tremendously well as a U.S. incarnation in and out of the United States. How did you tackle the cultural sensitivity issues for the U.S. version that is Homeland?

A: It’s not a question of sensitivity. I’ll give you an example, when an Israeli prisoner-of-war returns home it becomes a day of celebration; a day where nothing happens in the whole country and every news bulletin, newspaper, and people would stop regular television for the return of the prisoner-of-war. In America, the feeling is completely different. With the post 9/11 and post Al-Qaeda feeling people would question the POW’s loyalty to the United States. So I think the brilliant process of understanding that concept is what made Homeland such a huge success in the U.S. because it is tailor-made for American television. It is not taking an Israeli show and just putting in on air in America.

Q: Girlfri3nds, a dating reality show, premiered in September 2012 on ITV2 to ratings success but not when it was on CBS in the U.S. Why?

A: With Girlfri3nds, we were thinking of doing it in a way where it was completely not glossy or fantasy-like. Instead, we want to make it very real. We took three girls and try to achieve that “girl talk” feeling into the show. When we did the show in Israel, it was edgy in a way where you are not afraid to cast men who are a bit different, not afraid to have the girls speak whatever they think of and even do naughty things. When this show was taken to CBS (U.S.), I think the pressure of making it a broadcast show and lighter in tone turned it away from the edgy-docu part of it. On the other hand, Stephen Lambert (of Wife Swap and Undercover Boss fame) took this show to ITV2 (U.K.) and made it even cheekier and edgier than the Israeli version which made the show a success in the UK with good ratings and a return of a second season. When you adapt a show, which is a very delicate job, you should take only what suits for you and try to put new elements into it while keeping the DNA of the show.

Q: What are your thoughts about reality (unscripted format) vs. drama (scripted format)?

A: I think that most of us feel that if we see another show where we have somebody trying to sing and have four people telling him what’s good or not, it’s something we cannot watch anymore. I think we in Israel, and everywhere in the world, are struggling to find a new way of telling a story. Reality is still something truly to look forward to. It’s a genre like drama that’s completely unlimited, that it could go forever. On the other hand, I think that selling drama formats have completely advanced in the last few years. Homeland is a very good example of a drama that can be a “must-see” television show. You can watch it on a DVR, record it or watch online. When a drama is so strong, it changes the whole schedule of the day.

Q: Do you now consciously think about the international audiences since your formats are receiving international interest?

A: Keshet is different, we’re not just a format company; we’re also a broadcaster. We not only know how to do the show but also how to promote it. I can say for myself that when someone comes in my office and tells me a good story, I would go with the story. I would never think: “Wait a minute, how will this story be perceived in America, Paris or in Singapore?” With the right partner and the right country, a very good adaptation can be made out of our products.

For instance we have a docu-reality, comedy format called Dear Neighbours, Help our Daughter Find Love. The show is about a girl that lives in small town and who moved to the big city, but hasn’t found love. We get the parents to gather all the villagers and ask them to help their daughter find love. The parents would circle the town, meet the suitors and select the right man. She would then come back and be surprised that the whole village was working together to find love for her. We shot this story in a small village in Israel but when you close your eyes you can imagine a small village in Italy, a small town in the U.S., a small community somewhere in England, a beautiful town in France or anywhere else in the world, right?