Endemol and Shanghai Media Group (SMG) have entered an international strategic partnership which will see them jointly create, develop and exploit original content for the Chinese and international markets. This long term deal brings together Endemol Asia and Entertainment Team Media Group (ET), a flagship company of SMG. Endemol will have exclusive distribution and format rights outside of China for new IP developed, while ET will have equivalent rights in China. Both parties will also work together in localizing formats from Endemol’s global portfolio for the Chinese market.