Banijay merges Italian prodcos

French entertainment group Banijay is merging two of its Italian production companies, Drymedia and Magnolia TV, to create a single Banijay Italia label.

Fabrizio Ievollella

The new brand will focus on unscripted under a unified leadership team overseen by country manager Paolo Bassetti, who is the brother of Banijay CEO Marco Bassetti.

Leading Banijay Italia will be CEO Fabrizio Ievollella, who will be supported by chief production officer Danila Battiglini, chief creative officer Francesco Lauber and head of programmes Leopoldo Gasparotto.

The union brings together reality favourites L’Isola dei Famosi, Il Collegio and Pechino Express; gameshows L’Eredità, Guess My Age and the new Conto alla Rovescia; cooking shows 4 Ristoranti, Pizza Hero and Cuochi d’Italia; and talent show La Corrida.

Banijay Italia will sit as part of Banijay Group’s Italian portfolio of companies led by Bassetti, which includes Banijay Studios Italy, Nonpanic, Aurora TV, Atlantis Film and ITV Movie.

Banijay is also in the process of completing a US$2bn deal to acquire rival production giant Endemol Shine Group, which also has an Italian presence.