Pearson TV aims for top of the food chain

FROM NATPE
NEW ORLEANS — Pearson TV, the international syndicator behind “Baywatch,” has cooked up a plan to open “Baywatch”-themed restaurants around the world.

The initiative was hatched with real estate developer World Entertainment and unveiled Tuesday at NATPE by Tony Cohen, co-chairman of North American productions for Pearson.

The 20-year license deal will include a minimum of four restaurants in the U.S. Each of the upscale, themed restaurants will include a nightclub area and merchandise store and feature an extensive seafood menu, raw bars and live music.

The first venue is scheduled to open in Miami’s South Beach in the second quarter of this year. Additional sites will open in Las Vegas and New York before the end of the year.

David Hasselhoff, the star of “Baywatch,” has agreed to appear and promote each grand opening.

Cohen said developers have already received significant interest from a number of other countries.

“We are thrilled to join World Entertainment in this licensing deal which will provide venues where families can share in the exciting Baywatch experience,” Cohen said.

World Entertainment is financed by a group of real estate investors based in Vegas.

“Baywatch” is produced by the Baywatch Production Co., a wholly owned subsidiary of the British-based media conglom Pearson TV.

Filed Under:

Follow @Variety on Twitter for breaking news, reviews and more