KRO-NCRV MD Sandra Hilster to take the reins at Banijay Benelux

Banijay Entertainment has appointed Sandra Hilster to replace Peter Lubbers as CEO at Banijay Benelux.

Sandra Hilster

Hilster joins from Dutch public broadcaster KRO-NCRV, where she is managing director, on October 1.

It comes after C21 revealed last week that Lubbers would be leaving the European production giant after five years in the role at the end of this year.

Hilster will lead all labels across Banijay Entertainment’s footprint in the Netherlands and Belgium, setting and executing the collective strategy, directing the business, influencing innovation and spearheading best-in-class content creation across the regions.

Banijay Benelux’s portfolio is made up of 10 labels: EndemolShine Nederland, Southfields, SimpelZodiak, NL Film, Banijay Belgium, Scenery, Topkapi Films, Posh Productions, jonnydepony and Twentytwo Productions.

It is known for titles including Big Brother, Te Land, Ter Zee en in de Lucht (By Land, Air and Sea), Miljoenenjacht (Deal or No Deal), Golden Hour, Good Times Bad Times, Expeditie Robinson (Survivor) and Only Joling.

Banijay grouped together its production entities in Benelux in 2020 and hired Lubbers from MGM-backed Dutch prodco Concept Street to oversee the group as CEO following its takeover of Endemol Shine.

He will leave the organisation at the end of the year to pursue new career opportunities outside Banijay Entertainment.

First joining KRO-NCRV in 2020 as creative producer, Hilster was promoted to MD in 2021, a role that gave her oversight of the organisation’s productions, over 270 commissions, and a significant workforce across broadcast, digital, radio and podcasts.

Prior to that, she spent 13 years operating her own business – Silverlining Media – which focused on media consultancy, format development and sales.

Her client base included Concept Street (MGM), Vorstmedia (Talpa), Fiction Valley (Fremantle), IDTV (All3Media) and Banijay Entertainment’s Endemol Shine NL.

From 1995 to 2007, she was at RTL Nederland, first taking up the post of sales and account manager before progressing to commercial director for cross media.

Marco Bassetti, CEO, Banijay Entertainment said: “With a career spanning production and broadcasting, across some of the Netherlands’ leading media companies, Sandra’s CV is unrivalled. And, having spent 13 years at the helm of her own operation, not only is she well-aligned with the entrepreneurial DNA that underpins Banijay Entertainment, but is well-equipped to drive this portfolio of ten labels through a new phase of growth and innovation.”

Hilster added: “I look forward to joining a group that since inception has evolved and been a pioneering force for our industry worldwide. Across the Netherlands and Belgium specifically, the business has built an inspiring portfolio of labels that each day create and produce titles that not only impact audiences in our region, but also across the globe. I look forward to coming onboard, working with the incredible talent under this house, and being part of shaping Banijay Benelux’s journey in the future.”

During Lubbers’ reign, Banijay Benelux expanded further into sports production with the acquisition of Dutch firm Southfields and grew its scripted output by forging a partnership with Dutch prodco Topkapi and acquiring a majority stake in Belgian scripted production company Jonnydepony.

The latest original shows to emerge from Banijay Benelux include physical gameshow format Let’s Play Ball for SBS6 in the Netherlands and a sports, survival competition hybrid called Football Island which the company’s distribution arm debuted at the London Screenings.