Former Talpa exec Gepke Nederlof has been tapped by Flemish multimedia company Medialaan to lead its new distribution arm, Be-Entertainment.
The new operation will represent format rights of all content created in-house and by indie producers domestically and outside Belgium.
Before joining Medialaan, Nederlof was head of sales at Talpa Global. She began working at Talpa Distribution in 2010, just after the launch of its international distribution operation. According to a statement from Medialaan, Nederlof helped grow the international presence of singing competition series The Voice following its launch in 2010.
The exec started her career in advertising, working for the Dutch arm of BBDO Omnicom Group before moving to BBDO headquarters in New York.
Medialaan is active in TV, radio and interactive media and is the home of stations including VTM, Q2, Vitaya, CAZ, VTMKZOOM, KADET, Stievie, Qmusic, Joe, Mobile Vikings and JIM Mobile.
“Taking our creative formats outside the Belgian borders is a long cherished dream at Medialaan,” said Ricus Jansegers, program director TV, Medialaan, in a statement. Be-Entertainment is the embodiment of this dream. Medialaan holds a strong position in the Belgian market, giving us the opportunity to develop and test new ideas resulting in a catalogue of strong formats with a proven track record.