Endemol Shine Brasil is approaching the global content market with a strategy that fully integrates traditional broadcasting with the digital ecosystem, viewing the current industry fragmentation as a source of business opportunities. Nani Freitas, CEO, and Renato Martinez, VP of Content Sales and Acquisitions, talked with Prensario about the recent commercial highlights as well as novelties in its production vertical in Brazil. ‘There’s optimism in the market; the clients are actively seeking formats that are good, that are strong,’ they stressed.
Integrated business model and digital first
Endemol Shine Brasil rejects the division between digital and non-digital content, focusing instead on integrated business across all windows. Freitas highlighted Masterchef as the company’s prime case study for this model. The franchise operates simultaneously across multiple platforms: on open TV, pay TV, and streaming. Crucially, the YouTube channel of the format is extensive, producing not only full episodes but also content exclusively for that window.
The company views all digital platforms, including YouTube, TikTok, Meta, and Telekwai, as direct business fronts. Martinez noted that the company is open to all types of deals, including joint partnerships with platforms.
This integrated approach also extends to format origination. Freitas cited Let’s Play Ball, a Banijay format that began on YouTube and successfully transitioned its second season to a television channel, as an example of the trend. The company has also created content exclusively for TikTok that has the potential to be scaled up for other windows.
Formats, branded content, and commercial highlights
Endemol Shine Brasil presented a strong format slate at MIPCOM, including Ilha da Tentação: Brasil and Detectives Club. The company also manages global rights for major third-party formats such as Werewolves and Ninja Warriors.
The company uses its established formats for branded content, citing the creation of Cabelo Pantene as a successful example of an original format created in Brazil. However, the largest volume of branded content projects are created in Brazil ‘from a briefing or from a demand from our clients’, mentioned Freitas.
She also provided commercial highlights for the upcoming year, noting excitement in the digital market of Branded content. The company is witnessing clients take more content-related risks following the pandemic. Endemol Shine Brasil holds long-term renewals for its biggest franchises: Masterchef is renewed through 2030, and Big Brother Brazil is renewed for its 26th season next year.
New business ventures
In addition to core distribution, Freitas is leveraging the company’s licensing area to lead a new front in events and experiences. This includes Banijay Studios, a division that produces its own content, such as shows featuring famous Brazilian singers. The physical studio space is open to host events, festivals, and concerts.
