Ex-Endemol Execs Launch Venture

LONDON: Andrew Robertson and Pasa Mustafa, two former Endemol executives, have set up a new venture that will focus on producing multiplatform content such as the new social quiz format 6 For the Win.

At East London Productions, Robertson and Mustafa aim to continue delivering digital and social entertainment following their years at Endemol, where they created the online game for Million Dollar Drop and worked on projects such as The Gap Year, Kirill and Beat.

Their first project at East London is 6 For The Win, where a group of online friends get the chance to win $1 million on TV. The social quiz game will played across Facebook and mobile, leading up to a live TV game show of the same name.
 
“We are very excited by this innovative new format, and have received a huge amount of interest from brands and broadcasters," Mustafa said. "It will be the first time somebody has truly integrated the powerful engagement of social games through to TV."