Endemol Beyond makes Germany FLiP

Endemol Shine Group (ESG) is partnering with Viacom International Media Networks (VIMN) in Germany to launch an online service and a TV spin-off.

Georg Ramme

ESG’s digital production and distribution studio Endemol Beyond is working with VIMN to launch FLiP, a local-language version of digital lifestyle brand Icon, on YouTube. Icon premiered in the US and UK in March 2015.

A TV show spin-off is also being prepared for VIMN’s Nicknight, which will air on Fridays at 22.25 from today – the first time Icon has made the leap from online to linear TV.

The arrangement marks the first TV deal for Endemol Beyond’s digital formats. The show features content from FLiP and the Nicknight YouTube channel alongside original and exclusive content for linear.

Icon, led by Michelle Phan, offers content from digital influencers and lifestyle experts, while FLiP in Germany will feature content from local influencers such as Hatice (Hatice Schmidt) and Regina (Regina Hickst).

George Ramme, global MD of Endemol Beyond, said FLiP’s launch “marks the next step” in the growth of the division. Mathias Blüm, VP of digital north at VIMN, added that the new service would be “the perfect combination of linear and non-linear with a clear focus on ‘digital first.'”

Endemol Beyond already works with partners such as teen brand AwesomenessTV, while Icon is being locally adapted in 16 markets with further launches coming soon, according to ESG.

ESG has been ramping up its digital efforts over recent months, acquiring a UK-based shortform production outfit and a digital talent agency, as revealed by C21 in January.

It also took a stake in animation outfit Simon’s Cat, which is known for the digital comedy series of the same name.