Endemol opens new regional hub for premium content in Asia

DetailsEditor | 22 May 2015

Global content creator, producer and distributor, Endemol Shine Group has launched a new regional hub for premium content in the Asia region.

Led by Christopher Smith, who will act as head of digital and branded content, the new Endemol Beyond Asia hub will produce local versions of the company's global digital formats, premiering with ICON, the lifestyle channel headed by Michelle Phan which launched simultaneously in the UK and US earlier this year and is a destination for beauty, fashion and wellness content.

Headquartered in Singapore, the new subsidiary will also create original programming and bespoke branded content for the Asian market, as well as engaging leading digital talent.

"Launching Endemol Beyond Asia is a significant move in our growth across the region. The synergy between our core business and this new division will allow us to deliver clients' premium content on all platforms," said Fotini Paraskakis, managing director for Endemol Shine Asia. "Christopher's extensive experience in MCNs and brand relationships makes him ideally suited to lead this important new area."

For his part, Smith added: "Endemol Beyond is a creative organisation at its core and it's exciting to leverage the years of experience and success in creatively led storytelling to the Asian market. There is a huge opportunity in Asia for both branded content and original digital programming. I look forward to adding to the success of Endemol Beyond in this region, and to develop our Asia based studios into one of the leading producers of outstanding content for both brands and viewers."