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Endemol Shine’s Icon reaches Asia

Endemol Shine Beyond’s online brand Icon is launching in Asia with a localised version of its lifestyle and beauty channel.

Michelle Phan

Michelle Phan

Icon Asia will be produced in English at Endemol Shine Beyond’s Singapore hub and offers local fashion, travel, lifestyle and beauty content to viewers.

 

Digital influencers and lifestyle experts from the Philippines, Malaysia, Thailand and Hong Kong will contribute, while shows from sibling channels in the US, France, Germany and the UK will also feature.

Christopher Smith, head of Endemol Shine Beyond Asia, said Icon Asia “speaks to a millennial audience that is both digitally native and hungry for information.”

Icon Network, fronted by Michelle Phan, launched in the US and UK last March and has also been rolled out in France and Germany. The firm recently added more original content to its line-up, including an as-yet-untitled series that sees Phan travel around Vietnam.

public_enemyThis month Endemol Shine appointed a former Maker Studios and Google exec to work across creative partnerships at the company’s North American digital division.

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