Endemol Shine Brazil: We invest a great deal in ideas that can travvel such as Prova de noiva

Juliana Algañaraz, CEO of Endemol Shine Brazil, reported that they created, together with Discovery Channel Brazil and the independent production company Mistika, the program Prova de Noiva, in which Discovery and Endemol are distribution partners. “This is going to be very good because they are two powers that come together,” said Algañaraz, after mentioning that Discovery is going to distribute the can and Endemol the format.

She explained that Brazilian production travels little due to the language, but that Endemol Shine Brazil is betting on products that can travel. “The good thing is that we complement each other, because we have a first client that is Discovery. Discovery Mexico is evaluating if they are going to do it, and Discovery Italy, too”.

The program is presented by the fashion consultant Arlindo Grund and will have as an adviser the stylist Emannuelle Junqueira.

Additionally, they have very successfully made Cabelo Pantene, unbranded content that did very well in Brazil and was recently launched in Portugal. “The challenge we had was to create branded entertainment, and the result is a reality that people want to see: fun girls you identify with and you want to understand what is happening. It is working out very well and talks are being held in France and the rest of Latin America. Pantene is also interested in being with this content in other territories because they know it worked,” she said, after commenting that with MTV they are seeking to work together on a formula similar to the one they developed with Discovery.

Another challenge they have is to work on fiction and they are co-producing with Story Lab and Gaumont a series on a soccer player.