Endemol Establishes New Brazilian Operation

HILVERSUM: Endemol has expanded its presence in Brazil beyond the Endemol Globo joint venture with the launch of a 100-percent-owned local production base.

Endemol Globo will produce content exclusively for TV Globo, while the new base, Endemol Brasil, will service the needs of other local broadcasters. Drawing on Endemol’s significant library, Endemol Brasil will produce a range of entertainment fare for Brazilian networks. The venture will be headed up by Daniela Busoli as managing director. Busoli has worked in the advertising sector, is a former commercial manager at broadcaster SBT and most recently ran Action Media, Endemol’s local participation-TV operation. All Action Media’s activities will now be taken over by Endemol Brasil. Paula Cavalcanti has been tapped as head of production at Endemol Brasil. She is a former programming and production director at TVA and production director at SBT and recently was in charge of her own firm, REX.

"The launch of Endemol Brasil means that for the first time we have a fully owned local production operation in this important territory where we have already established a strong and growing presence," said Marco Bassetti, the COO of Endemol. "Combining this new enterprise with the ongoing success of our joint venture with Globo will significantly reinforce our position in this market."

Endemol’s productions in Brazil have included Big Brother, Pulsação (Heartbeat), Circo do Faustão (Circus of the Celebrities) and Fama (Operacion Triunfo).