Int'l arm to control non-broadcast rights

U.K. producer-distrib Shine has set up an international subsidiary to manage nonbroadcast rights for its properties such as “MasterChef” and “The Biggest Loser.”

Shine 360° is based on a business unit run for the last nine months by Shine Australia and managed by Ben Liebmann. He will relocate to London with an extended global mandate as of January, reporting to Shine Group prexy Alex Mahon.

Liebmann will be joined by staff now being hired.

Shine 360° will focus on sponsorship, brand partnerships, consumer products, interactive and digital brand extensions, live events and brand-funded entertainment.

There will be, Shine said, “a particular emphasis on furthering retail and direct-to-consumer propositions.”

The shingle, owned by News Corp., added that it had generated more than $100 million from international exploitation of the “MasterChef” brand through books and magazine publishing, cookware, sponsorship, mobile and tablet applications and live events.

The firm said that 2.2 million MasterChef-related books and magazines have been sold while nearly a quarter of a million people have attended MasterChef Live in the U.K. and Oz.

Meanwhile, “The Biggest Loser” has sold more than 15 million products.

Mahon said, “On a global basis, Shine 360° will build on this work, ensuring a collective consistent focus that continues to encourage commercial excellence locally and provides further opportunities globally.”

Earlier this week, it emerged that Shine chair-CEO Elisabeth Murdoch made $214 million earlier this year in selling her company to News Corp., which is led by her father, Rupert Murdoch.

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