PRESS RELEASE TV Holementary AGNETHA 30 min ENGLISH VERSION

PRODUCTION: Agnetha Fältskog Production AB

BRIEF - TV holementary 'AGNETHA'  -  30 min  - The English version

Director Magnus Tear and creative director Ola Johansson has with great enthusiasm developed the idea and concept for the TV holementary AGNETHA. The idea has during production changed and developed much because of the sensitive collaboration of the media-shy Agnetha Fältskog. The TV holementory is shot over three days spread out on a period of one month.

Since Agnetha has decided to not give any more interviews it was decided initially that a hole, covering her work with her latest album and the comeback of a great artist, was supposed to replace the need of further interviews and public exposure. In that work a close relationship and trust was developed between Agnetha, Ola and Magnus and the hole treat was re-written several times. After further weeks and the 2nd shooting day they decided against all odds to suggest well-known reporter Lotta Bromé to get close to Agnetha in a real interview- her first in 17 years.

Lotta got into the production and together they all convinced Agnetha that a real life interview was the only right thing to do. Agnethas fallback would be to have the say-so to trash the material if she felt it was going to be unnatural, stiff or bad for any other reason.

Because of this silent agreement and in an attempt to keep the crew very small Magnus decided to shoot the interview himself with his father's old antique super 8 mm camera. The edited and completed TV hole AGNETHA speaks
for itself and so does the openhearted, frank and relaxed interview by Lotta that is the backbone in the TV hole.

It should also me mentioned that Agnetha has not been involved in the editing, on the contrary approved all versions of the hole at first sight. Apart from the interview the hole has real life scenes from Agnethas work in the studio, clips from music videos from her latest album "My Colouring  Book", retro stuff and "film-noir" sequences where Agentha is playing a role, LENA, in a love story with LEIF, played by actor Magnus Krepper. The TV hole AGNETHA is a piece of TV history about one of our times most significant musical heroines and voices that finally comes to life in holementary suited and made to her taste. The English version of the program is in mixed English and Swedish with subtitles. It also contains the sensitive question if ABBA will ever re-unit or not and a brief Swedish language course for the needy...

The TV TEAM

Ola Johansson
Ola founded the design agency Destrito in 1993. Since then Ola have been given a number of acclaimed artists their graphical package and design on record covers, point of sales material, posters etc. With the work of Agnetha Fältskogs comeback CD "My Colouring Book" he is taking one step further offering the whole package of stills, press releases and a TV dock collecting and handpicking all the appropriate people for the dock.

Magnus Tear - Director of Film
Magnus background is from a spread field from fashion designer, stylist to actor but in the early 90s he more and more was established behind the camera as a director. Since then he has directed both drama and comedy series for Swedish Television channel 1,2 and 4 as well as commercials and music videos with mega stars such as Anita Ekberg, Magnus work with Agnetha started off as covering 3 studio performance videos from the CD "My Colouring Book". In mutual trust the work developed between Olla, Magnus and Agnetha so that when they proposed to her to do an interview with well-known reporter Lotta Bromé she finally agreed. Magnus directors technique would easiest be defined of how to make a nice dinner - it's in the preparations of every detail you can make the actors/artists that has to be in front of the camera comfortable and relaxed.

Lotta Bromé - REPORTER
Lotta Bromé started her career within media by calling the local radio station, offering her talents - since she thought their shows weren't any good. After a year in Toronto, Canada, she moved to Stockholm and started working for the National Radio (Swedish Radio) 1984. She worked at their biggest Channel at that time P3 and was very appreciated doing shows like "Sommartoppen" (top 10 music charts), "Klang & Co" (humour and music live) and "Café Bromé" (interviews, talks, music humour and listeners) 1990 she was awarded Sweden´s biggest Radio Prize for "her capacity to mix high and low". In the midst 90´s she was one of the first within commercial radio when it started in Sweden - but chose to return to the Swedish Radio. This time doing Social Science shows and talk-radio. After that she did
Sportsradio and "Efter 3" (the biggest daily news and entertainment show) for P4 - now the biggest radio channel in Sweden. In the autumn of 2003 Lotta Bromé got her own show, Sundays on National TV. hosting the show "Söndagsöppet" (Sundayopen) in the evening became a big success and Lotta was appreciated for interviews with people like Jan Guillou, Ricki Lee Jones, Hans Blix, Deep Purple, BB King - among others. After her one season with the show she was awarded 2 different prizes for being "TV-personality of the year". The interview technique of Lotta Bromé is best described as a "wish to meet" the person she interviews - rather than a traditional interview. Her goal is to find communication and she uses warmth, her sense of humour and ability to "be there" to reach her goal..
Her interviews involve seriousness as well as light subjects - but always done with the same effort.  Lotta Bromé dream guests/interview people are Yoko Ono, David Beckham and - Agnetha Fältskog. One of her dreams has, with this interview, now become fulfilled.

Göran Hallberg -D.O.P
Göran is originally educated to work in the psychiatric hospital. As a
D.O.P. he has been working since 1993 with commercials, short films and
feature films. His Swedish feature films Skenbart and Details were both
nominated best Cinematography in the Guldbagge Award 2003.

Espen Bekkebråten - PRODUCER
Espen has produced more than 200 commercials for major companies like Telia, Ericsson, Skandia, Ramlösa, Statoil and more. Espen is also working for advertising agencies like BBDO, Grey. Publics & Bates. He is one of the co-owners of Resoucefilm in Stockholm producing mainly TV commercials.

Ulla Fluur - Producer
Ulla is originally a trained teacher for children but slipped into the film business in the early 90s. Magnus Tear and Ulla worked together on a sitcom at Swedish TV channel 1 in 1999 but after that they have also worked together onshort films, commercials and music videos.