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Endemol Shine Group Sets Up Asian Hub

  • Premium Content Network Endemol Beyond to open first Asian hub in Singapore with Christopher Smith, from Mindshare Singapore appointed Head of Digital and Branded Content
  • Endemol Beyond Asia will produce local versions of global digital formats, premiering with ICON, the lifestyle channel creatively led by Michelle Phan
  • The company will also create new original programmes and branded content for the Asian market and focus on nurturing digital talent
  • The operation will be the first Asian base for Endemol Beyond, which has built a global network of digital video channels which has over 71 million subscribers and 1,520 million video views since it launched in November 2013

Global content creator, producer and distributor, Endemol Shine Group, today announced the launch of Endemol Beyond Asia.
Christopher Smith joins the company from Mindshare Singapore and has been appointed as Head of Digital and Branded Content at Endemol Beyond Asia.

The new regional hub for the Premium Content Network will produce local versions of the company’s global digital formats, premiering with ICON, the lifestyle channel creatively led by digital pioneer Michelle Phan. ICON launched simultaneously in the UK and U.S earlier this year and is the go-to destination for beauty, fashion and wellness.
Endemol Beyond Asia will also create original programming and bespoke branded content for the Asian market, as well as engaging leading digital talent.
The regional hub will be headquartered in Singapore, where Smith will be based, reporting to Fotini Paraskakis, Managing Director for Endemol Shine Asia and working closely with Georg Ramme, Managing Director of Endemol Beyond International.

As a highly experienced creative director and brand strategist, Smith has worked internationally with some of the world's most respected brands such as Nike, Apple, Quiksilver, Unilever and Disney. He has been a speaker at numerous conferences in Southeast Asia, as well as an advisor within the Singapore start-up ecosystem. Previously at Mindshare Singapore, Smith led the development of Mindshare Discovery, the experiential and branded content business unit working 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 Fotini Paraskakis, Managing Director for Endemol Shine Asia. “Christopher’s extensive experience in MCNs and brand relationships makes him ideally suited to lead this important new area.”

"Endemol Beyond is a creative organization at its core and it’s exciting to leverage the years of experience and success in creatively led storytelling to the Asian market,” said Christopher Smith "There is a huge opportunity in Asia for both branded content and original digital programming. I look forward to adding to the success of Endemol Beyond in this region, and to develop our Asia based studios into one of the leading producers of outstanding content for both brands and viewers."

“Endemol Beyond continues to go from strength to strength and establishing this new hub in Asia reinforces our position as a truly global company,” said Georg Ramme, Managing Director of Endemol Beyond International. “Audiences in Asia have a strong appetite for digital content and this region is key to Endemol Beyond’s growth. Christopher’s experience and innovation puts us in a great position to create fantastic programming, attract digital superstars and deliver bespoke content to leading brands.”

Endemol Beyond launched in November 2013, becoming the first premium channel network (PCN) with local hubs in the US, UK, Germany, France, Italy, The Netherlands and Spain as well as in Asia, Latin America and Central and Eastern Europe. Endemol Beyond is available across more than 20 platforms including YouTube, Yahoo, AOL, Roku, TiVo, DailyMotion and Amazon Fire TV and was one of the fastest-growing and award-winning digital networks of 2014.

Endemol Beyond produces and distributes premium-quality online content starring influential talent such as Pitbull, Michelle Phan, Brittany Furlan, KSI, Drea De Matteo and Andy Milonakis across lifestyle, comedy, reality and music-themed digital networks.

Source: Endemol Shine Group