EXCLUSIVE: Banijay has partnered with Grupo Podpah, one of Latin America’s biggest creator and digital content outfits.
Podpah, which began as a podcast brand, has built a deep YouTube and social media presence in Brazil where it operates digital channels and produces original shows. It has the Podpah TV and Madhouse TV YouTube channels, as well as Passa Bola, the largest women’s soccer channel in a country famous for its love of the game.
The agreement between Grupo Podpah and Endemol Shine Brasil, part of Banijay Latin America, will see Banijay Entertainment shows come to Podpah’s digital channels and services. The pair will also build new entertainment brands aimed at online audiences.
The initiative will launch with three of Banijay Entertainment’s global formats. The first out of the gate is reality hit Temptation Island, which has already aired on linear TV in Brazil on broadcaster SBT and streamed on Prime Video. The other two projects will be revealed soon.
“Grupo Podpah has built one of the most influential and far-reaching digital communities in the region, making it a natural partner as we explore new ways to extend our IP beyond traditional platforms,” said Nani Freitas, CEO of Endemol Shine Brasil.
“As television and creator-led entertainment increasingly converge, this collaboration combines our collective strengths to deliver world-class content to digital audiences.”
Victor Assis, CEO of Grupo Podpah, said that “creators have changed the way audiences discover and engage with entertainment.” He added: “Opening our digital ecosystem to both reimagined and original IP creates exciting possibilities for Podpah TV and Madhouse TV, while connecting audiences in new and meaningful ways.”