Rainbow buys majority stake in Italy's 247 Production to grow digital arm
What's the deal? Rainbow, the Italian production group behind animation properties, has acquired a majority stake in 247 ProductionDealroom has a profile for this one. Try Dealroom →, a digital entertainment company founded in 2017 by Nicola Bertona with comedy duo PanPers — Andrea Pisani and Luca Peracino. Financial terms were not disclosed.
What does 247 do? The company blends creative and production work, talent management, and branded content. In 2025, it delivered more than 100 projects and over 3,500 pieces of content across comedy, education, food, music, and entertainment.
Why now? The deal follows an investment in Rainbow by TEC MovieDealroom has a profile for this one. Try Dealroom →, a vehicle backed by investors in The Equity ClubDealroom has a profile for this one. Try Dealroom →, a club deal run with Mediobanca. Rainbow says the acquisition accelerates its growth and diversification into digital content, the creator economy, and branded entertainment.
The key hire. Bertona stays at the helm of 247 Production and takes on the role of vice president of strategy and commercial development at Rainbow GroupDealroom has a profile for this one. Try Dealroom →, within the TV, digital, and talent division led by Gian Paolo Tagliavia. His remit is to find and build new business in digital entertainment.
What's the endgame? Rainbow wants to pair its media and audiovisual reach with 247's grip on digital formats. "We are combining Rainbow's extensive experience across the media and audiovisual content landscape with 247's ability to understand and interpret new digital languages," said Iginio Straffi, founder and chairman of Rainbow.
Bertona called the tie-up "a tremendous growth opportunity" for his team, clients, and agency partners. Partners Alberto Zilli and Lorenzo Cocco will stay on to support 247's growth in Italian and international markets.
The signal: Traditional producers are buying their way into the creator economy rather than building it from scratch. For Rainbow, backed by fresh capital, absorbing a proven digital studio is a fast route to relevance in branded content — a space where legacy media has lagged native creators.
Read more: advanced-television.com
Image credit: Generated with Gemini
