EndemolShine Boomdog arrives at MIPCOM 2026 backed by a major strategic expansion: the recent launch of dedicated local operations in Colombia. Previously concentrating its production power in Mexico and the U.S. Hispanic market, the company is now establishing a firm foothold in the South American country with full local production capabilities.
This move is designed to capitalize on the soaring demand for both scripted and unscripted formats within the Colombian market. The new operational hub will work in tandem with the existing regional sales structure of Banijay Rights, spearheaded by Michelle Wasserman, Senior Vice President for Latin America, U.S. Hispanic, and Brazil.
From the corporate headquarters, the expansion is viewed as a highly organic evolution of the business. Ben Samek, CEO of Banijay Americas, described the launch in Colombia as ‘the natural next step’ following a decade of successful consolidation in Mexico. Laurens Drillich, President of EndemolShine Latino, emphasized that the new operation is not starting from scratch; rather, it relies on a strategy that merges the group’s robust catalog of formats with the proven execution expertise of the team led by Alejandro Rincón, CEO of EndemolShine Boomdog.
‘The Colombian public seeks high-quality original content’, Rincón noted, highlighting the immense opportunity to secure a prominent position in one of the continent’s most active media markets.
EndemolShine Boomdog enters Colombia supported by a massive production scale, generating over 1,000 hours of original content annually. Its broader corporate ecosystem currently houses key labels including Banijay Mexico & U.S. Hispanic, the Brazilian powerhouse A Fábrica, and Wide Angle, a state-of-the-art post-production facility based in Mexico City.
As it heads to the market in Cannes, the company is highlighting a formidable slate of proven blockbuster formats that have recently dominated regional audiences. Leading the charge is the massive reality hit La Casa de los Famosos, which has broken viewership and engagement records across its recent Mexican and U.S. Hispanic editions. The company is also presenting its innovative evolution of the culinary competition format with MasterChef 24/7, a first-of-its-kind live-streaming iteration recently launched in Mexico that grants viewers unprecedented, round-the-clock access to the famous kitchen. Rounding out its premium unscripted offerings is the iconic game show Deal or No Deal, which the company successfully revived for the Mexican and U.S. Hispanic markets following a major 60-episode commission for TelevisaUnivision’s Las Estrellas and UniMás networks.
