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Endemol, Televisa to pact in Mexico

Admira arm strengthening Latin American ties

Dutch-based production giant Endemol Entertainment and Mexican TV conglom Televisa are expected to pact in a 50/50 joint venture to produce programs for the free and pay TV market in Mexico.

Accord, expected in the next few days, marks further advances into Latin America by Endemol, whose parent company Telefonica Media announced Thursday it will change its name to Admira.

Televisa deal comes on the heels of a similar pact inked Aug. 27 with Brazilian TV giant TV Globo, a subsid of Latin America’s largest media entity, the Globo Organization. Endemol Globo, will produce entertainment programs for the free and pay TV market in Brazil and develop formats to be licensed worldwide. The Brazil pact also includes a six-year volume production deal with TV Globo and gives Endemol Globo the exclusive rights to exploit the 400-format Endemol catalog in Brazil.

Endemol has aimed for some time to develop a major presence in Argentina, Brazil and Mexico, which account for 75% of the ad revenue in Latin America. It was not until its takeover last year by Spanish media conglom Telefonica that it came close to realizing its ambitions. Among Telefonica’s considerable interests in Latin America is a 100% stake in Argentinean channel Telefe and a 50% stake in TV Azul.

Endemol moved on Argentina first, inking a three-year pact with Telefe, then acquiring earlier this year a 65% stake in the Argentine television production company Producciones y Publicidad (P&P), which produces entertainment and infotainment programs, including the Argentinean edition of “Big Brother.”

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