Awesomeness set for global roll-out

MIPCOM: DreamWorks Animation’s online youth network AwesomenessTV has struck a multi-year strategic partnership with Endemol Shine Group to grow its brand outside the US.

Brian Robbins

Endemol Beyond, Endemol Shine’s globally available premium channel network will help launch AwesomenessTV channels in new markets, including the UK, France, Germany, Spain and Brazil.

It will also help foster new talent and create new content across the network, including developing longform series and formats to distribute on digital platforms and television.

AwesomenessTV’s CEO and founder Brian Robbins said the partnership with Endemol Shine would enable it to “reach teen audiences in their local languages with content produced just for them,” as well as provide local creative talent with the same opportunities as in the US, including brand deals, marketing support and premium production.

George Ramme, MD of Endemol Beyond International, said two groups were “ideally matched as two creatively driven companies with fast growing digital networks that break the mold of the traditional multichannel network [MCN].”

He added: “AwesomenessTV has undergone explosive growth in recent years by building a powerful global brand, which already has a loyal worldwide fan base outside the US. This partnership will amplify both their network and ours, whilst launching new talent and content with strong advertiser appeal.”

Launched as a YouTube channel and MCN, AwesomenessTV has expanded into a multi-platform entertainment company with franchises such as docu-reality series Cheerleaders and interview-based strand IMO and as a content producer for Nickelodeon, including sketch comedy series AwesomenessTV, and for Netflix.

Last week Shelley Zimmerman joined AwesomenessTV in the newly created role of head of scripted series to oversee the development and production of original scripted programming for AwesomenessTV’s various digital, over-the-top and television partners.

Endemol Beyond’s global presence includes hubs in the US, UK, Germany, France, Italy, The Netherlands and Spain, as well as in Asia, Latin America and Central and Eastern Europe.

Its online content generates more than 1.8 billion views per month spanning lifestyle, comedy, reality and music-themed digital network.

It carries international formats like Legends of Gaming, Rule’m Sports and lifestyle brand ICON that air as local versions around the world, and a roster of talent including Pitbull, Michelle Phan, Brittany Furlan, KSI, Drea De Matteo and Andy Milonakis.