At MIPCOM, Brazil’s Globo and Endemol Shine Brasil said they will move beyond adapting proven formats and start co-creating original entertainment IP built to travel.
The announcement puts Globo in a different role. Instead of waiting for formats to be licensed in, the broadcaster becomes a development partner with export rights mapped from the start.
The two companies have already worked together on Big Brother Brasil, No Limite (Survivor), The Masked Singer, Dança dos Famosos and The Wall. The new phase is different: formats will be conceived from the outset with local relevance and international potential.
The rights structure
Globo gets priority rights to exploit the new formats across its own channels and platforms. Endemol Shine Brasil leads the international push through Banijay Entertainment’s network of more than 170 labels across 25 territories.
That division of labour pairs domestic reach with global distribution. Endemol Shine Brasil contributes production strength, while Banijay’s label network gives a new format a ready-made path into multiple markets.
Globo says its content reaches more than 70 million people every day. For a format creator, that is a real-world testing ground: a concept can be validated with Brazilian audiences before international buyers are asked to license it.
Why it matters for format buyers
Brazil has historically been a strong market for adapting imported formats rather than originating them for export. This partnership signals a shift toward local-to-global development, where the market that proves an idea also becomes its first commercial window.
For streaming platforms, channels and media planners, the pitch changes. New unscripted concepts may arrive with audience data from a major broadcaster already attached and an international sales network already in place.
- Globo: priority domestic exploitation across its TV and streaming platforms.
- Endemol Shine Brasil / Banijay: international format sales through 170+ labels in 25 territories.
- Buyers: original formats with a broadcaster attached and local proof of performance.
“By bringing together Globo’s creativity with the international expertise of Endemol Shine Brasil and Banijay Entertainment, we are taking another step toward transforming our studios into a hub for developing Brazilian intellectual properties with global reach,” said Amauri Soares, executive director of Globo Studios.
Nani Freitas, CEO of Endemol Shine Brasil, framed the goal as a chance to “connect audiences far beyond our market.” Laurens Drillich, recently appointed CEO of Banijay Latin America, said the difficulty of launching new original programming makes the partnership significant.
What to watch
For buyers, the practical move is to track early-stage co-creation partnerships: they can signal which titles will be pitched internationally before they are widely known. For producers, the template is clear: pair a broadcaster with strong local reach and an international distributor, then design the format for both windows from day one.
Source: C21media
