Banijay backs Magnolia execs’ start-up

European production group Banijay has backed the launch of an Italian production outfit led by four executives from Zodiak-owned prodco Magnolia.

DRY (Don’t Repeat Yourself) has been formed by Fabrizio Ievolella, Danila Battaglini, Francesco Lauber and Leopoldo Gasparotto, with Banijay taking a minority stake.

Between them the producers have worked on adaptations of formats including MasterChef, X Factor and Undressed and now plan to create and develop new and original formats for Italian and international markets across platforms.

Ievolella, who will be DRY’s MD, began his television career in 2000 and after stints with broadcasters Mediaset and La7 became head of content at Magnolia.

Battaglini, who will be operations director, also spent time at Mediaset, as production assistant for Canale 5. She started at Magnolia in 2001, first as producer and then head of production, where she oversaw X Factor and Hell’s Kitchen adaptations.

Creative director Lauber has been with Magnolia for nine years, most recently as head of development. Programme director Leopoldo Gasparotto has been with the firm since 2005 rising to editorial curator.

The move follows the protracted merger of the Banijay and Zodiak Media groups, which was concluded earlier this year.

Ievolella said: “My business partners and I are very proud of our TV background but we have chosen the name DRY (Don’t Repeat Yourself) for a specific reason. We know that experience is important but sometimes involves the risk of becoming stuck in a rut. That’s why our goal is not to repeat ourselves and look to invent something new.”

Marco Bassetti, CEO of Banijay Group, said: “Banijay Group is at the forefront of groundbreaking and original content production. There is a great deal of creativity emanating from the highly motivated management team at DRY and we look forward to working closely with them and to effectively rolling out innovative formats around the world.”