Endemol Beyond Brings ICON Spin-Off to Germany

LONDON: Endemol Beyond has launched a digital lifestyle channel in Germany under the title FLiP, billed as a spin-off of its ICON network.

Endemol Beyond partnered with Viacom International Media Networks (VIMN) in Germany and ASOS for the new multiplatform project, FLiP. The German lifestyle channel debuted on YouTube as a local-language version of digital brand ICON, which premiered in the U.S. and U.K. in March 2015 and is now being locally adapted in 16 markets. In addition, a televised spin-off will air Fridays at 10:25 p.m. on Nicknight in Germany.

George Ramme, the global managing director of Endemol Beyond, said: “The launch of FliP marks the next step in the growth of Endemol Beyond as we bring one of our digital formats to television for the first time. We are very much looking forward to working with Nicknight and our brand partner ASOS for this exciting multiplatform project.”

Mathias Blüm, VP for digital North at VIMN, added: “Viacom International Media Networks Northern Europe pursues with its brands a multiplatform approach to offer the audience and users target group focused, interesting and exciting entertainment via linear and nonlinear channels at all relevant platforms and devices. With FLiP we create the perfect combination of linear and non-linear with a clear focus on ‘digital first.'”

Natasha Billing, the head of proposition and trade marketing at ASOS, commented: “We are delighted to be partnering with Endemol Beyond and Viacom on their FLiP platform to develop original and authentic fashion content with the best rising content creator talent in the German market. Alongside great fashion, amazing content is an important part of the ASOS proposition, and working with Endemol Beyond talent is a natural fit and extension to our current branded content offering. Twenty-something audiences are increasingly engaging with the energy and relatable personality of these stars, and this partnership gives all three brands the chance to deliver a relevant and compelling offering to the market.”