Endemol Beyond USA Launching More Digital Networks

LOS ANGELES: Following the recent launch of the ICON Network, Endemol Beyond USA has announced plans to roll out two additional digital channels.

The Looksy network will focus on pop culture, debuting the scripted series Neurotica and the reality show True Internet Stories, as well as titles featuring digital headliners Brittany Furlan and Andy Milonakis.

The second network, Smasher, will center on sports and games, with a slate of content including U.S. versions of Endemol Beyond UK’s Rule’m Sports and Legends of Gaming, plus series developed in conjunction with singer Pitbull. Two confirmed titles produced through that partnership are Masterclass and Pitbull Presents.

“Brands are looking for new ways to work with premier global production partners like Endemol Beyond,” said Vivi Zigler, the president of digital, brand and audience development at Endemol Shine North America. “We have rapidly expanded our capabilities and are ready to leverage our unrivaled worldwide assets in the service of building exceptional value for brands in a way that is premium, targeted and authentic.”

“Thanks to the astonishing draw of Michelle Phan and all of our terrific talent partners, we’ve successfully launched ICON as the first global premium lifestyle network,” added Will Keenan, the president of Endemol Beyond USA. “We are now thrilled to add two new digital-first networks, expanding Endemol Beyond USA’s programming reach into sports, gaming and pop culture with some of the biggest names in the business.”