Endemol announces its first Asian subsidiary in India

The Netherlands based television software company, Endemol, is now looking at the Asian market with its first subsidiary in India. Rajesh Kamat, senior vice-president, STAR India, will head the Indian subsidiary as managing director. Based in Mumbai, the new division, Endemol India, will be officially launched on January 2, 2006.

Endemol, known for its format shows, has already tasted success in the Indian market with television programmes such as ‘Fame Gurukul’ and ‘Deal Ya No Deal’ on Sony and ‘Fear Factor’ on AXN. ‘Kisme Kitna Hai Dum’ on STAR Plus was also the Indian version of a popular Endemol show, ‘Night Fever’.

The company plans to exploit Endemol’s intellectual property within the Indian market in line with its international expansion strategy. India will be the 23rd country in which Endemol operates.

Currently, Endemol is in negotiations with the STAR Network and Sahara One and industry sources reveal that these deals will be finalised soon. However, the company will open with a two-year output deal with Sony Entertainment Television (SET).

Joaquim Agut Bonsfills, chief executive officer, Endemol, says, “Endemol India will play an important role in Indian entertainment. Our formats have already proved their quality with broadcasters and viewers around the globe and Indian viewers will now have the chance to watch our ground-breaking shows.”

Kamat, who will join the new company as managing director, says, “The company has already tasted success in India. The challenge now is to demonstrate the company’s production expertise by providing Indian audiences with interesting and innovative content.”

Endemol India will launch with eight full-time local staff in the production and creative teams. In addition, freelancers from Mumbai’s extensive local pool will also be part of the team.

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