Singapore, London, Amsterdam – Global content creator, producer and distributor, Endemol Shine Group, 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.