Van Aelst links up with Be Entertainment

The creator of Benidorm Bastards and What If?, Tim Van Aelst, has partnered with the fledgling distribution arm of Belgian broadcaster Medialaan to launch his latest format.

Tim Van Aelst

Be Entertainment, which was set up earlier this year to represent content created in-house at Medialaan as well as content from indies, will distribute Van Aelst’s How Shall I Put It?.

The hidden-camera show is set to debut in early October in a primetime slot on Medialaan-owned commercial network VTM in Belgium. It was developed by Van Aelst alongside fellow Belgian content creator Sofie Peeters.

The format shows people being told awkward but important messages from their friends, family or colleagues in outlandish ways, such as the boss who enlists the help of a marching band to let his employee know that she spends too much time on social media.

Be Entertainment launched last month and is led by MD Gepke Nederlof, the former head of sales at Talpa Global. Other formats on its slate include the sketch show Kafka, which began airing on VTM in Belgium in September.