Viacom International and production group Endemol have partnered to launch an entertainment channel with a global brand to target the female market.
Viacom Blink! will debut in Poland later this summer on pay-TV platforms Multimedia Polska and N, offering more than a million Polish households a schedule filled with Endemol programmes.
Overseen by Viacom International Media Network’s (VIMN) MD and exec VP of emerging markets Bhavaneet Singh, the channel will carry shows aimed at 16- to 49-year-old women from Endemol’s library of 2,300 formats and 24,000 hours of content.
VIMN will have access to more than 4,000 hours of Endemol’s content for television and digital media platforms. The deal guarantees 800 hours of hours in the first year and 650 hours in the subsequent years.
VIMN president and CEO Bob Bakish said that the channel will expand into other markets in 2012, with Central and Eastern Europe being targeted.
Chairman and CEO of Endemol Ynon Kreiz added: “We have a very large library of 24,000 hours of high-quality product that we have invested heavily in. All of that is now available for distribution around the world. We found 4,000 hours specifically available for the Polish market and we will sell between 650 and 800 hours per year.”