Endemol Shine Group is taking its multi-channel network (MCN) Endemol Beyond to Asia.
The mega-producer and distributor has launched Endemol Beyond Asia and recruited christopher smith, formerly of media agency Mindshare Singapore, as the head of digital and branded content.
Headquartered in Singapore, the MCN’s Asian hub will produce local versions of the company’s digital formats and engage talent in the region, as well as creating original programming and branded content. The hub will kick off with the Asian debut of ICON, the lifestyle channel Endemol Shine Group launched two months ago with beauty guru Michelle Phan (pictured) in the U.S. and UK.
Smith will report to Endemol Shine Asia MD Fotini Paraskakis and work alongside Endemol Beyond International MD aaa Georg Ramme.
While at Mindshare, Smith oversaw the development of the agency’s experiential and branded content business and worked with MCNs across the region.
“Launching Endemol Beyond Asia is a significant move in our growth across the region. The synergy between our core business and this new division will allow us to deliver clients premium content on all platforms,” said Paraskakis in a statement. “Christopher’s extensive experience in MCNs and brand relationships makes him ideally suited to lead this important new area.”
Endemol Beyond launched in 2013 and has hubs in the U.S., UK, Germany, France, Italy, The Netherlands, Spain, Latin America and Central and Eastern Europe. Its programming is available on YouTube, Yahoo, AOL, Roku and other platforms.