Amsterdam – Global content creator, producer and distributor Endemol Shine Group and the Middle East’s leading independent producer IMAGIC, announced that they have entered into a regional production partnership.

Under the terms of the deal, IMAGIC will exclusively produce Endemol Shine non-scripted formats across the Middle East and will have access to the Group’s global library of IP. The two companies will work closely together in selling new shows to local broadcasters and platforms. The deal comes as Endemol Shine refocuses its regional strategy from operating a production hub in the Middle East to expanding its local format distribution and licensing business overseen by the Group’s central team, led by Marina Williams, COO, International Operations.

As part of this, Imane Mezher Gibran has been appointed as Format Distribution and Licensing Coordinator to drive Endemol Shine IP distribution in the Middle East. Imane has over a decade of experience in developing and adapting original formats in the MENA region, including local productions of prime time series such as Arabs Got Talent, X Factor, Fashion Star, Extreme Makeover, Miss Lebanon, Performing As and Pimp My Ride. Imane takes up her new role on April 3rd at MIPTV and will be based in Lebanon, reporting into Marina Williams at Endemol Shine Group and IMAGIC CEO, Rony Jazzar.

Following the strategic restructuring, Lara Haddad, Managing Director of Endemol Shine Middle East, is stepping down after seven years of leading the company’s local production business.

Marina Williams comments: “I want to thank Lara for her great leadership over the last seven years. Together with her team she has delivered some of the Middle East’s most successful entertainment series including Star Academy, Your Face Sounds Familiar, The Money Drop and many others.   Going forward, our new structure will be the most effective way for us to serve the region in the current market environment. IMAGIC is the Middle East’s number one producer and combining this new partnership with an expanded sales and distribution business will best position us to deliver world class productions of our global formats to platforms across the region.”

IMAGIC’s credits include adaptations of major international formats for the MENA region including Arabs Got Talent, X Factor, Fashion Star, MasterChef, Hole in The Wall, Power of 10 and Extreme Makeover as well as developing original series such as Stars of Science, The Victorious and Mission Fashion.