Endemol USA has become the programming mayor of Foursquare.
Under a new exclusive development deal, Endemol will look to develop a TV series that will somehow incorporate the social networking site.
Foursquare has become a popular platform for users — nearly 5 million at last count — to “check in” at restaurants, attractions, landmarks and other sites via their mobile phones.
Those reports are then shared via users’ social networking sites, such as Twitter or Facebook. Frequent users can become the “mayor” of a location when they’ve checked in more than anyone else.
Endemol is still mulling an exact format for the Foursquare show — but the show seems likely to have an “Amazing Race”-style competitive element, in which participants travel to various sites.
“Our partnership with Foursquare will help us continue to evolve the content experience for our audiences everywhere,” said Endemol North America chairman David Goldberg.
According to Foursquare, the service processes more than 1.5 million “check-ins” daily.
“We hope that working on this project with Endemol will expose even more people around the world to the benefits of Foursquare,” said Foursquare CEO and co-founder Dennis Crowley. “Endemol has a reputation for leading innovation in the television industry, and we look forward to integrating Foursquare into some of their new and already existing programming.”
It’s unclear how Foursquare users will react to the TV deal. The Twitterverse was aflutter last year when Reveille and Brillstein Entertainment cut a deal to develop a reality series incorporating Twitter. But that project, conceived by scribe Amy Ephron, never got off the ground (Daily Variety, May 26).