Shine opens Asia sales hub

UK-based distributor Shine International is launching a new Singapore sales office to service broadcasters across the Asia Pacific region and has tapped a Viacom exec to run it.

The distribution arm of the Shine Group previously had LA-based director of international distribution Cyrus Farrokh working on Asian sales but has now anchored its local operations in the region.

Following Farrokh’s recent departure to US studio Electus, Jeeyoung Lee becomes the new office’s director of North and South-East Asia.

She joins from Viacom International Media Networks where she was responsible for international programme sales across Asia. Before Viacom, Lee worked for CJ Entertainment & Media as head of global business development and South African broadcaster M-Net.

Another former Viacom distribution executive, Jacqueline Tan, joins her as sales manager. Both begin this month and report to Shine International’s Sydney-based senior VP of Asia-Pacific Matthew Ashcroft.

“Asia Pacific is a major priority to us and Singapore is pivotal to success within it. We plan to build on our achievements to date and continue to identify the right partners for our catalogue of in-house and third-party formats,” said Shine International CEO Camilla Hammer, who joined from Viasat at the turn of the year.

Shine Group formats produced in the region include Clash of the Choirs for China’s CCTV1; MasterChef for India’s Star Plus, Malaysia’s Ria and The Philippines’ ABS-CBN; The Biggest Loser for Indonesia’s RCT1; and Minute To Win It for South Korea’s Munhwa Broadcasting.

Shine International, which moved its head office from LA to London earlier this year, has also sold finished programming including MasterChef, Mobbed and Magicians to Star; One Born Every Minute to AETN Asia’s Bio Channel; Archer to India’s Viacom; and Got To Dance UK to Indonesia’s Channel S.

Last month, the company lost Farrokh and Latin American sales exec Diego Plasek to Electus – news that came soon after senior VP and head of EMEA Ruth Clarke joined ITV Studios Global Entertainment to replace Richard Life as head of acquisitions and coproduction strategy.