December 2, 2022

Endemol Shine Brasil Hits Record Originals As Local Format Demand Rises | New

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The management team of Endemol Shine Brasil

Endemol Shine Brasil is expected to increase its production volume by 21% in 2022 as demand for reality TV formats continues to grow among local viewers and buyers.

The Banijay division, which celebrated its 15th year in business last week, has become a prolific production engine for imported formats with a Brazilian twist, including The Bridge Brasil for HBO Max and a local version of the popular dating format from Netflix Love is Blind.

He is also making significant headway with originals, such as the reality series Queen Stars Brasil, which he created and produced for HBO Max locally.

By the end of the year, it will have produced more than 20 original series in 2022, a record for the division led by CEO Nani Freitas.

Among them are local versions of formats owned by Banijay such as Survivor and MasterChef. Endemol Shine Brasil premiered a spin-off series, MasterChef+, last week that features contestants over the age of 60.

“Engagement for this type of product is incredible and today the programs are becoming a topic of conversation at family dinners, on social media, at work and in circles of friends,” Freitas said. .

Brazil over-indexes considerably when it comes to television viewing. According to media research firm Kantar Ibope, Brazilians spend an average of almost eight hours a day on broadcasting, pay TV, video games and streaming, which is considerably higher than the global average of two hours. and 55 minutes.

Massive audiences also remain tuned in to the reality series, with the local version of Big Brother, also produced by Endemol Shine Brasil, averaging over 40 million viewers per episode in its 22nd season.

While reality TV is the bread and butter of Endemol Shine Brasil, diversification and diversification into new content areas is a key priority in 2023, Freitas said, with a particular focus on expanding its docuseries activities.

The company is currently in production with Globoplay on a docuseries about the life of Brazilian presenter, actress, businesswoman and former model Xuxa Meneghel, who is one of the country’s most recognizable personalities.

When asked if a push to scripts might be on the cards, Freitas said it’s not necessarily imminent, but it’s likely in the future.

“Currently, the expertise of Endemol Shine Brasil is the production of unscripted shows, which places us today among the best producers of reality shows in the country. The production of fiction/scripted series figures prominently on our radar as a focus for years to come.”

The company has also diversified into new business areas, including launch of its representation activity Last year.

“We realized that this could be a good path both for our studio and for the talents themselves, who often leave reality shows unsure of how to pursue their careers or even how to handle overnight success,” Freitas said.

The company has partnered with top Brazilian talent agencies including Suba, Mind and Meni. Today, its representation activity, led by Fernanda Abreu, represents talent from shows such as MasterChef Brasil, Queen Stars Brasil, Love is Blind and All Together Now.

Over the coming year, Freitas said the goal is to double down on his core strengths while exploring new areas.

“The biggest challenge for us will be to continue down this path, while also taking new paths,” she said. “We want to continue to grow but, above all, continue to deliver the high quality productions that our partners and viewers have come to expect from us – 2023 will undoubtedly be a year of broadening our horizons.”

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