Endemol Shine sets up Latino arm

Endemol Shine North America has revealed details of its new Spanish-language division and appointed two senior executives to lead it.

Daniel Rodriguez

Daniel Rodriguez and Mauricio Piccone become co-executive VP’s at Endemol Shine Latino, with the former leading sales and the latter overseeing production.

Rodriguez, an industry veteran of 25 years and former Cisneros Media Distribution exec, was previously Shine’s VP of sales for Latin America and will oversee all sales initiatives for the new arm.

Mauricio Piccone

Piccone has been senior VP of Endemol Latino since 2010, working on shows including Yo Me Llamo for Telemundo and A Todo O Nada for Mexico’s Azteca, and will lead all Spanish-language programming for Endemol Shine Latino.

Meanwhile, veteran showrunner and director Sergio Lazarov has joined the new division as VP of production, with all three execs being based in Miami and covering all Spanish-language sales and production in the US and Mexico.

Lazarov most recently directed two seasons of La Voz Kids for Telemundo and also exec produced for El Artista for the network.

Cris Abrego and Charlie Corwin, co-chairmen and co-CEOs of Endemol Shine North America, said the new division would have the resources and backing of the Endemol Shine Group and aims to “become a major provider of Spanish content for alternative platforms.”

ESG has been restructuring its operations around the world, including in Spain and the Nordics recently, following the merger of Shine, Endemol and Core Media.